Ebook Free Download | Building Brand Authenticity: 7 Habits of Iconic Brands | Authenticity,
by its very nature, can't be faked - at least not for long. Consumers
know intuitively when something is authentic, regardless of what
marketers say. People yearn to feel enthusiastic about the products
they buy. They seek brands that make them feel validated, understood
and connected, and when they find them, they demonstrate their loyalty.
That's why fans display tattoos of the Harley-Davidson logo, or make
pilgrimages to the Zippo Visitors Center, or even pay hundreds of
dollars for Manolo Blahnik high heels. Yet these brand-devoted
consumers are quick to blog, tweet or text when a product doesn't meet
their expectations for authenticity and quality. You'll nod in
recognition as branding expert Michael B. Beverland identifies "seven
habits" of authentic brands, including passion for excellence, devotion
to a craft, and respect for heritage, tradition and place. His use of
inside-the-arena marketing war stories will intrigue any marketer and
many consumers. While smoothly written, his book would benefit from a
fresher graphic design, since its long, unbroken paragraphs make it
challenging to read. But, if you stick with it, getAbstract promises
you'll find smart, knowledgeable - and authentic - branding advice.
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