IS YOUR BRAND AUTHENTIC ?

Why You Need Brand Authenticity?

 In the past, this question was always framed from the perspective of the brand itself.  A particular brand offered to a consumer was either produced by the original designer or manufacturer and was authentic, or it was not and therefore a fake or counterfeit brand.  These two alternatives were generally what traditional companies considered the determination of brand authenticity.  

Behind, Inside and Around

For experiential luxury marketing and branding, however, there is a second authenticity factor which involves what is behind the brand including the use of authentic components, ingredients, or materials in producing luxury products as opposed to synthetic or artificial materials. This second authenticity factor is extremely important in developing experiential luxury brand programs that provide more than just a beautiful brand. For anyone in the luxury products space both authenticity factors must be considered to engage a quickly growing consumer demographic looking for greater value and experiences from the purchase and use of luxury brands.
It is important for the customer to be secured by the transparency of the brand value and the brand distribution. 

In the past luxury products were only find in selective distribution places. Today unfortunately the biggest problem brands have is counterfeiting and grey market. This is how experiential marketing is changing the way of how brands communicate to customers and share authenticity and reformulate their ow selective distribution their own way with their own code.

This complexity reveal to consumer will insure the brands, secure consumers and reactivate consumers trust to luxury brands.

Is Buying Luxury a Need or Compulsion ?

Brain function can be complex but also somehow very simple. The act of purchasing is generated either by a need or by compulsion.  The difference between food and luxury is that buying food is a need but buying luxury is a compulsive action.  If consumers have any doubts about the luxury product's contents, where it was produced, or questions regarding its safety to their health, then these doubts create mental barriers to purchase decisions. Brand authenticity adds great value by delivering security and trust to consumers, which eliminates purchase barriers allowing them the pleasure to make compulsive purchasing decisions.