"When you look at a billboard, you can tell it's a paid advertisement — but on Yelp or Citysearch, you assume you're reading authentic consumer opinions, making this practice even more deceiving".
In that vein, Facebook at Work, built essentially on Facebook itself, will be arguably the closest of all to an authentic "consumer" social experience.
This customized approach feels more authentic to consumers than conventional translations.
"This is a fine line," Mr. Peltier acknowledged, between the perennially optimistic viewpoint of the Levi's brand and being "honest and authentic with our consumers".
"Part of being a great brand is conveying what you stand for in an authentic manner so consumers find it believable," said Nirmalya Kumar, a professor of marketing at the London Business School who has studied the company.
"With a show like 'Boardwalk Empire,' we have the opportunity to leverage icons from the time period to create an authentic way for consumers to interact with our promotions," Zach Enterlin, senior vice president of HBO's program advertising, said.
Being able to develop authentic connections to consumers through dynamic advertising, whether its digital, traditional or experiential, with the support of informed data and strategic insights can help a brand win the race for relevance.
"By identifying the most authentic points of consumer interest, the brand plays the role of a hero or champion and the consumer appreciates it — as opposed to being handed a shampoo sample as you're getting off the subway".
Its goal is to protect consumers from authentic confusion about the origin of the product.
Everyone's trying to be more authentic and connect with consumers on their terms.
