Tag Archives: authenticity

Malcolm Gladwell, Authenticity & The Trump Era

In our profession, those who can foretell market trends will
always embody a competitive edge.
In the last 15 years, we’ve built TMRE: The Market Research Event into the
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Here’s what we’ll be
buzzing about at TMRE 2017:

Superstar author Malcolm Gladwell reveals how
embracing technology has helped him forge new connections with his audience -
and what those lessons can teach our evolving industry.
The new U.S. administration has created
unforeseen realities and risks for brands, with “authenticity”
emerging as a buzzword of the year. Peter Horst, former Chief Marketing
Officer, The Hershey Company. helps leaders navigate this changing environment
in Marketing in the Trump Age.
Introducing the Breakthrough Technology Start-Up
Showcase, a chance to meet the biggest and most disruptive industry start-ups,
while networking with the leaders who’ll shape our industry for years to come.
Brand-new for TMRE 2017, we’ve partnered with
Women in Research (WiRE) to present the Women in Research Awards, honoring
outstanding female industry leaders, movers and shakers. 
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The TMRE Team


How Authentic is your brand? Firefish study helps you steer these waters

The concept of authenticity has real relevance to the people who buy your brand and, as such, it is an important selling point and driver of value for brands themselves. However, the exact meaning of it can be elusive and hard to define.

Insight consultancy, Firefish set out to help brands navigate this space, and recently published a report defining its characteristics so that brands can take better control of their own authenticity:

‘ Navigate authenticity to make it more tangible in their offering and communication
‘ Demystify the term in order that it can be used more meaningfully
‘ Locate their true source of authenticity and demonstrate it with integrity.

You can find links to a detailed summary, including their ‘ten commandments of authenticity’ over at http://firefish.ltd.uk/our-world/making-sense-of-authenticity

Check out which brands ranked in the top 50 as the most authentic, how these eight values; the abilities to be genuine, original, unique, expert, visionary, passionate and honest, and finally integrity, comprise ‘authenticity.’ As well eight rules and ten commandments for authenticity, followed by the Brand Authenticity Checklist for practical steps to becoming more authentic.

Firefish is an award-winning, independent, strategic insight consultancy based in London, New York & Amsterdam. They combine deep understanding of people with expertise in Brands, Communication and Culture, to inspire and deliver insight, ideas and strategy to some of the world’s leading brands on all continents.