Authenticity In Business

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

The Future is fake. Will your brand be too? MANGO is apparently the first major retailer to replace real models with Ai. Impressive, right? Faster, cheaper, and trendier. But is it better? While everyone races to generate more, faster, more and faster and more and faster...something crucial is getting lost. Reality. Emotion. Trust. People don’t fall in love with pixels. They connect with real. Real faces. Real texture. Real imperfections. Just like Dove did. They launched the Real Beauty campaign in 2004. No retouching. No models. Just real women. And the results? → Sales jumped from $2.5B to over $4B within 10 years. → Campaigns like Evolution (2006) generated $150M+ in media exposure from just a few million in spend. → Real Beauty Sketches (2013) became the most-watched ad ever at the time over 163M views. → Dove is now one of Unilever’s top-performing brands, growing twice as fast as the rest of the portfolio in key markets. → The Dove Self-Esteem Project has reached 82M+ young people globally, embedding purpose into scale. This wasn’t just good vibes. It was good business. They turned authenticity into a competitive edge, and billions in brand value. And this will become increasingly relevant in a Ai driven world... AI can generate content. But it can’t generate connection. In a sea of AI sameness, human brands will be the ones we actually remember. Let’s not forget: Visibility is easy. Anyone can make Ai stuff. But not everyone can be memorable...

America just got reintroduced to Guinness as a local brand. A bold shift away from its traditional Irish roots, led by the mighty Uncommon Creative Studio NYC. Alden, Steenkamp & Batra’s work on consumer culture positioning is a business school staple. I've never seen a clearer live example of this theory in practice. Their research shows how brands can position themselves in three ways. GLOBAL: Part of global culture LOCAL: A brand for “people like me, from here” FOREIGN: An exotic, aspirational foreign brand With this framework, marketers can shape brand perception, signal trust or status, and win local share for global brands. I've always thought beer and cider is the perfect category showing this strategy at play. 1. Heineken - Global Culture Obvious example. Global sports, international celebrities, same message everywhere. 2. Craft Brands - Local Culture The craft boom was a strategy where large FMCGs bought or built local brands to win trust and authenticity in smaller, profitable markets. Ironically, BrewDog went the opposite way from local to global, ditching the Scottish charm rather fast. 3. Fosters - Foreign Culture Endless options here. Especially as Italian beer is booming! Asahi is also a big winner with this.But Fosters is my favourite: it never even existed in Australia! They borrowed Aussie humour and heat to build a brand around refreshment with mates. Genius, no wonder their campaigns won IPA awards. This is why the new Guinness work is so interesting. It takes a specific American insight (50 states, divided) and relaunches the brand as something that brings them together. Real Americans. Real Guinness. A pure local positioning shift for a brand long doing anything but. This may feel off if you're not American (or even if you are). But this stuff takes time. Just look at Guinness in Africa. Guinness Foreign Extra Stout is now a symbol of local pride across the continent. It can clearly work. This framework is also a bit of a curse. Once you see it, you can’t unsee it. You’ll start reading every brand move through it. Look at discount grocers across the EU. Lidl and Aldi act local and proud in every market to boost trust and quality. The ad itself? A brilliant demonstration that marketers leaving music choices to the end of production are missing the biggest opportunity. Let me know if you're a fan of this new move in the comments. I share #advertising and #marketing insights daily. Follow for more.

I want to share a perspective that might be unexpected: Influencer marketing may not always directly contribute to your sales. Here’s why Brands are treating the influencers like a human billboard. They hand over a script to creators to recite in front of the camera and expect the customers to love it. But it leads to the audience feeling disconnected not just from the influencer but also from the brand. A report stated that 72% of consumers unfollow influencers promoting products in an inauthentic way. I recently unfollowed an influencer whose sponsored content felt like a blatant advertisement, completely disconnected from their usual style and personality. A classic example is when Tata Tea launched “Fruski” in 2017 and did influencer marketing on Twitter(X) with different creators, one of which was comedian Biswa Kalyan Nath. He tweeted about the product but it was so plain and boring that it seemed to be scripted and didn’t sound like a comedian’s tweet at all. This led to a failure. The audience wants authenticity and value from the creators. But some brands forget this and force their product into the creator’s life and content. The right approach to influencer marketing is to identify creators where your product naturally fits into their content and lifestyle. An excellent example is how Noise leveraged Virat Kohli's love for Chhole Bhature and fitness to promote their brand in the #SunoDilKaShor campaign. At Vavo Digital | Influencer Marketing, our approach is to prioritize authenticity and value alignment. We integrate strategies that ensure the messaging resonates with the creator's audience and drives real impact. This includes: - promoting genuine conversations around the product or service. - conducting thorough research to match brands with suitable influencers - encouraging influencers to incorporate products seamlessly into their content By focusing on authentic collaborations, we aim to create a win-win situation for both brands and influencers, building trust and long-lasting relationships with their respective audiences. What’s a recent influencer’s branded content that you loved or hated? #influencermarketing #marketingcampaign #marketing

GenZ Luxury repositioning without losing GRIP! Over 60% luxury spending growth now comes from Gen Z & Y, so how are you going to balance your heritage? As you know these generations prioritize experience, individuality, and emotion over status. +By 2030, Gen Z and Millennials will account for over 70% of the global luxury market. →Understand Your “WHY”: Before you reposition, your brand must have a clear purpose—driven by changing values, market shifts, modernization needs, or expansion goals. Without this clarity, you risk losing relevance and identity. +Gen Z consumers begin purchasing luxury items as early as age 15, nearly 3–5 years earlier than Millennials did. →Luxury for the NEW consumer: Modern luxury isn’t just about price or exclusivity, it’s about meaning. Your consumers now value emotional storytelling, cultural relevance, personalization, and purpose-driven values like sustainability and ethics. Luxury today must connect, not just impress. +74% Gen Z follow brands for inspiration, identity, and emotional connection. →Update IDENTITY carefully: Rebranding visuals is risky but necessary when your heritage brand feels outdated. Subtle logo updates preserve recognition while signaling progress. Use flexible, modern designs that balance tradition with innovation across digital platforms. +90% Gen Z expect brands to be inclusive and diverse in their messaging and product representation. →Experiential & Digital IMMERSION: Younger consumers value experiences over products, so invest in pop-ups, immersive events, and AR/VR. Lead with strong digital storytelling and collaborate with artists to build emotional and cultural connections. +63% luxury consumers are more loyal to brands with authentic, value-driven content. →Purpose and AUTHENTICITY: Your repositioning must reflect authentic values, not trends. Let sustainability shape your operations, embed diversity internally and externally, and prioritize transparency to build lasting trust. +62% global luxury consumers prefer brands that align with social causes. →Keep DNA Intact: Evolve without losing your soul, honor your heritage, reinvent brand codes thoughtfully, and create new rituals that add meaning without erasing tradition. +66% Gen Z & Y will stop buying from a brand that doesn’t reflect their values. Conclusion. Repositioning your luxury brand isn’t about chasing trends, it’s about strategically evolving to stay relevant while holding onto what made your brand iconic. Success comes from leading with intention, integrity, and innovation, balancing exclusivity with emotional resonance, and listening to cultural shifts while protecting your brand’s legacy. Find my curated serach of examples I wish they inspire your next Hero!. Featured Brands: Balenciaga Bimba y Lola Bulgari Celine Dior Gucci Jacquemus Pure Beauty Whanda Zara #beautybusiness #beautyprofessionals #luxurybusiness #luxuryprofessionals #marketingprofessionals #genz #genzluxury

Starting a Direct-to-Consumer (D2C) or clothing brand in India has never been more popular. But if you’re exploring the possibility in 2024, you’ve likely heard warnings about the saturation of the market. It’s true—competition is fierce, with brands launching left, right, and center, many leveraging dropshipping and digital marketing. Yet, despite the crowded space, some brands are still managing to break through. The key? Differentiation backed by authentic storytelling. Why Differentiation Matters in a Crowded Market One of the biggest misconceptions is that just having a quality product is enough to capture attention in a saturated market. But without a unique twist or story, even high-quality products can struggle to stand out. Differentiation is not just about adding one unique element; it's about creating an emotional connection and a distinct identity that resonates with the target audience. Let me share a brilliant example that illustrates the power of thinking outside the box—a US-based brand specializing in car-themed streetwear. Their latest collection? All about the Mustang GT. You might think they'd go the typical route: slap a Mustang photo or logo on a T-shirt and call it a day. But they went a step further. A Wild Approach to Differentiation: The Mustang GT Collection For this collection, they laid out their T-shirts on the road and drove a Mustang over them to create actual tire prints from the car on the fabric. After that, they bleached the T-shirts, leaving an authentic, gritty look with real Mustang tire marks imprinted on each piece. But the strategy didn’t end there. They filmed the entire process, showcasing the creation of the collection and the story behind it, and posted it online. Naturally, this unique approach went viral. This brand understood the double impact of creative design plus storytelling to make a lasting impression. Key Takeaways for Aspiring D2C Brands Embrace Unique Product Concepts: Think beyond the ordinary. Differentiation requires courage and creativity. This brand didn’t just settle for Mustang-themed designs—they incorporated actual tire marks for a product that truly stood out. Storytelling Amplifies the Appeal: Even a unique product can fall flat without a compelling story. Filming the tire-print process created a visual story that made the product feel authentic and exciting, driving immediate engagement and curiosity. Build an Emotional Connection: People love stories that feel real. Showing the Mustang T-shirts being created turned a simple piece of streetwear into a conversation piece. Customers wanted to be a part of that story, not just own a T-shirt. Use Viral Content as a Strategy: Don’t underestimate the power of shareable content. The brand’s video resonated because it was unexpected, giving viewers something unique to talk about. By creating and sharing moments that feel fresh and unexpected, you encourage organic engagement and expand your reach.

In a world where our attention is constantly being pulled in a hundred directions, one thing is clear: consumer attention can’t be bought—it must be earned.   We’re operating in a time where consumer attention is more fragmented and precious than ever before. The competition is no longer just other brands. It’s creators, media outlets, digital platforms, and the constant demands of daily life. People are overwhelmed, and their time is their most valuable currency.   But let’s be clear: not all attention is equal. The depth of engagement you earn from a documentary, for example, is far more meaningful than a fleeting glance at an ad while someone is multitasking at the gym. Brands need to move beyond being seen, to being felt.   What’s driving real impact today are brands that deeply understand their audience and show up in ways that are emotionally resonant, culturally relevant, and authentically human.   The brands winning in this environment are doing a few key things exceptionally well:   First, they embrace the power of entertainment. And entertainment doesn’t mean the same thing for everyone. For Red Bull, it’s high-adrenaline sports. For Liquid Death, it’s irreverent, disruptive humor. The Kegs for Pregs campaign with Kylie Kelce was a perfect example. It was unexpected yet rooted in a universal truth for pregnant women that made it unforgettable.   Second, they put their audience at the center, literally. Transformational content isn’t scripted testimonials or over-produced spots. It’s about real people, real experiences, and real moments that reflect the role your brand plays in their lives. Kodiak Cakes nails this with Zac Efron, a true believer in the product and lifestyle. At WW, that authenticity was everything. Our partnership with Oprah wasn’t transactional, it was transformational. She lived the mission, and that inspired millions to do the same.   And finally, they meet people on their terms. Consumers are in control. They skip, scroll, and curate their own content worlds. Your brand has to earn its place by being useful, meaningful, or simply delightful.   This is a mindset shift. And it starts with respecting your audience’s time, understanding their lives, and creating experiences that don’t just capture attention, but deserve it.

Your brand isn't what you say it is. It's what they say it is. The greatest myth in marketing: Control. 💯 🤔 Reflect on this: 1️⃣ Are you trying to manipulate perceptions or earn genuine connections? 2️⃣ Do your actions align with your brand's promised values? 3️⃣ What stories do customers tell about your brand? 💡 Tips to Build Authentic Brands: 👉 Focus on experiences, not slogans: Deliver remarkable interactions by crafting memorable moments, personalizing engagement, and exceeding customer expectations, fostering loyalty and word-of-mouth. 👉 Empower employee ambassadors: Trust employees to represent your brand by providing training, autonomy, and incentives, enabling genuine storytelling and passionate advocacy. 👉 Listen, don't dictate: Respond to customer feedback by actively soliciting input, acknowledging concerns, and implementing changes, demonstrating empathy and commitment to customer-centricity. 👉 Consistency over flashiness: Show up repeatedly by maintaining quality standards, ensuring seamless experiences across touchpoints, and reliably delivering on brand promises. 👉 Vulnerability beats perfection: Admit mistakes, learn from failures, and showcase improvement efforts, humanizing your brand and building trust through transparency and accountability. Control less, connect more. Earn trust, don't manufacture it! #branding #customerexperience #thoughtleadership #thethoughtleaderway

With 61% of consumers saying that businesses actually make their lives harder, consumer skepticism directly hits your bottom line. To weather the storm, companies like Patagonia and Southwest use authenticity checkpoints to screen growth initiatives against core values. Rather than check-the-box exercises, these filters preserve the reasons that your customers choose you. The payoff? Organizations maintaining trust during growth can turn a 5% increase in retention into a 25-95% revenue boost. I recently worked with a client facing the classic warning signs: rising CAC, slipping conversion rates, and increasing pricing pressure. Despite this, they were hitting growth targets. So what was wrong? Their customers were losing faith in them. My client was not alone. Qualtrics research shows only 50% of consumers have confidence in the brands they do business with—a metric that hasn't improved since 2020 despite massive CX investments. My client realized it was a P&L emergency. Trust erosion is a vicious cycle that directly impacts unit economics through higher acquisition costs, shorter customer lifecycles, and vanishing price premiums. A small number of aggressive tactics had tarnished the credibility that made my client's growth trajectory possible. So they decided to create authenticity checkpoints—systematic filters that evaluate growth initiatives against core values. With hard work, their ACVs are rising, their clients advocate for them, and their CAC has stabilized. What makes effective authenticity checkpoints? Five critical elements: - Decision filters to evaluate initiatives against founding principles - Product validation processes that preserve core differentiation - Regular operational reviews to ensure a consistent customer experience - Values reinforcement for team members, beyond onboard - Structured forums to identify and address emerging vulnerabilities Implementing these checkpoints starts with three simple steps: audit your recent growth initiatives for authenticity impact, map your specific vulnerability points, and create accountability with dedicated resources and metrics. Read more here: https://lnkd.in/eJbTcVMa __________ For more on growth and building trust, check out my previous posts. Join me on my journey, and let's build a more trustworthy world together. Christine Alemany #Fintech #Strategy #Growth

Building loyalty through generosity NOT discounts. Claire Waring recently shared MECCA Brands's guiding principle with me, and I believe it’s something every brand should take to heart. We are now modelling the lifetime value of our customers based on discount codes. However, we have observed that the majority of customers who shop using discounts tend to continue doing so, creating a cycle that is difficult to break. It’s essential to recognise that loyalty should not—and cannot—be built solely on discounts. While discounts may drive short-term revenue, they do not cultivate genuine loyalty. Instead, loyalty stems from forging an emotional connection with your community. To drive this emotional connection, consider the following strategies: Authentic storytelling: share your brand's story, values, and mission. Sandradee Makejev from St Frock is a great example of this. Engage with your community: foster open communication with your customers through social media and other channels. No one does this better than Julie Mathers from Snuggle Hunny in Australia. Create memorable experiences: host events, both online and offline, that allow customers to engage with your brand in meaningful way. Henne's Sydney launch party was the place to be and months later you have to queue to get in. Personalisation: tailor your communications and offerings to meet the individual needs and preferences of your customers. There is a real gap in the market when it comes to this and we have seen Pace Athletic make real strides here. Show appreciation: recognise and celebrate your loyal customers through gestures of appreciation that don’t involve discounts. It's hard to beat Mecca when it comes to this! Which brand offers your favourite loyalty program?