Get Real...

Feb 1

posted by Nick Castaldo, M.B.A. in Branding | 43 Comments

More and more, customers are placing a high value on "Authenticity". Maybe it's a reaction to years of being pummeled by artificial product news, but there appears to be burnout with the pursuit of "flavor of the month" marketing.

Over a hundred years ago, the H.K. McCann Company launched their ad agency with the credo "Truth Well Told". Today, we know this company as McCann-Erickson Worldwide, part of the Interpublic Group. In 1969, this agency created the "It's the Real Thing" campaign for Coca-Cola. Many marketing people feel this was the last time Coke had a meaningful brand message.

Brands that are authentic ring true with consumers. After all, a Brand is a set of promises. If those promises are real at their core and are delivered on a consistent basis, the Brand connects with the customer, and a relationship is formed.

Our Anthony's Coal Fired Pizza Brand is built on three promises- the old world art of cooking in a coal oven (ensuring a unique taste); a simple menu (do just a few things really well); high-touch service (that makes you feel like family). Not very flashy. In fact, we are really "old school". Hardly what you would expect in a world where your smart phone can do everything but make breakfast, and where Caitlyn Jenner is a national hero. But in a very competitive category with hundreds of millions of dollars of promotional spending, we have grown to 50 stores in six states.

McCann knew it 100 years ago, "Authenticity" never goes out of style!

Nicholas Castaldo, M.B.A. (Harvard), is a Lecturer in Marketing in the H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University. Professor Castaldo is currently the Senior Vice President and Chief Marketing Officer at Anthony's Coal Fired Pizza. He can be reached at castaldo@nova.edu

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• #1 by Jose Arroliga on 3/22/16 - 1:17 PM

  

  While it’s true that consumers what authenticity in their products we know deep down were not going to get it. This article has some good points, but in my opinion it’s unreasonable and unachievable. The reason why online shopping has become popular is because of its convenience factor and the same can be said about food. We all know and have come to expect that our foods are not natural or organic much less healthy especially when it comes to pizza. To me, promises are not the same as authentic or high quality. Authentic would be an Italian born person making your pizza or any person who has studied under a master chef from Italy making your pizza. Personally, I usually do not dine at major chains because of this reason. The sauce comes premade, the doe is frozen, and the ingredients come in cans so it’s irrelevant to me if the final step is heated up in a coal oven.
  I believe Anthony’s Coal Fired Pizza has a great brand and 50 stores in 6 states confirms this. However, I would never put the name “Anthony’s Coal Fired Pizza” and the word “authentic” in the same sentence without feeling silly. The article makes some good points with consumers when they hear the word authentic it does spark a reaction of goodness and triggers relaxation in their dining experience. I think we would all prefer to eat something authentic or real than something processed or “raised”, but I don’t think Anthony’s Coal Fired Pizza is doing that. I do think they have an incredible business plan and have executed that plan brilliantly, but in my novice opinion I would never consider them authentic.

• #2 by Christine Panesso on 3/22/16 - 3:42 PM

  

  Authenticity as a consumer is something I look for in a product or even in service. McCann could not have said it better, by it never going out of style. Today we see a lot of things through different advertisement outlets from commercials to even social media platforms as Facebook and Instagram. It is hard to believe a product or brand is 100% authentic. Consumers are hesitant to purchase when it has been advertised only from social media because of the bad reputation it has gotten. Products sold through these platforms are thought to be artificial or a replica of an original item. Speaking from experience, I triple check if something is authentic or not before even purchasing from being sold something fake. Once a brand loses that authenticity, they lose the trust from the consumer. Once that trust is lost, they are unlikely going to turn to that brand.
  
  In my opinion, what I see today brands are more focused on how to sell the newest and hottest item rather than staying true to the nature of their brand. I can see how authenticity has been put on the back burner for most companies because they are busy on just trying to be out its competitor. What needs to remembered is the more authentic your brand is the more you will be seeing the consumer return.

• #3 by Antonio Diaz on 3/22/16 - 10:02 PM

  

  Reading the article was very intersting. I do see the word authentic used highly and frequently in the culinary world. I have a different point of view or reference to the meaning of authenticity when it comes applying or understanding it compared the article itself and to some comments already made to the article by some of my peers. The article referred to authenticty to food or the culunary origin of meals or foods. I don't think of food or meals when it comes to defining, appying, or using the word authentic. I feel and use authenticity in a more materialistic way. I tend to think of apparel, shoes, or accessories. I am not say that they are using or appying it wrong just pointing it out a different way.
  
  When authenticity comes to mind I think of major brands like Oakley, Nike, Adiddas. These are examples of trend setters and big players in their industry. There are many substitutes to these brands that look just as good but a lesser quality, hence the meaning of authenticity. I agree with the article when it points out that there is no replacing authenticity, however, in spirit of competition and substitutes and alternatives there will always be the authentic and a copy of almost anything. The internet and social world have only blown this into a very big and common situation.

• #4 by Eva Goldstein on 3/23/16 - 5:49 AM

  

  Authenticity, according to Yun-Cia Tang and Hung-Chang Chiu, is the cornerstone of modern marketing, however, according to their research published in the International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, it remains unclear why customers respond to authentic brand stories. Interestingly, results show that different personality traits will moderate the influence of different authenticity on the levels of emotion. Extroverts will generally react more positively than introverts to indexically authentic or iconically authentic advertisements. (Tang & Hung-Chang, 2015, p. 1691)
  
  Personally, I think authenticity is more important than ever as we live in an age in which corporations as well as individuals can socially engineer an ideal image of themselves with the help of modern technology including social media, Photoshop, and other sophisticated editing software. At the same time, these means of communication are powerful tools that can be employed to expose phony or fake claims. Companies are keenly aware that their customers can take to social media at any given moment to vent when an experience does not live up to expectations. Therefore, when I think of authenticity in marketing, I understand it to mean that a company’s claims are truthful. I agree with Jose that “authentic” in this sense of the word is not necessarily something that comes to my mind when talking about pizza. It’s not exactly as if other pizzas are phony or fake. I suppose authentic in this case is to invoke the meaning of “traditional” or “classic” perhaps, as in “old world cooking” with a “simple menu”. Without these additional clues, however, I find the concept of authenticity applied to pizza unclear. “Classic” or “New York style” would be a better description for my taste.
  
  Reference
  
  Tang, Y.-C., & Hung-Chang, C. (2015). How to Affect Brand Attitude with Authenticity in Advertising. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 1691-1694. Retrieved from http://waset.org/publications/10001616/how-to-affe...

• #5 by Sisleidy Reyes on 3/24/16 - 11:07 AM

  

  Authenticity is never too old; on the other hand, it can be expensive and attractive to customers. Some people prefer to stay on a budget than to put authenticity first. This blog mentions food centers where i am not very much familiar with that area, but i can tell you that retail stores have a good source if revenue when it comes to known brands. An example can be Sacks; therefore, customers who go to sacks are planning to spend a good amount of money for authentic brands not imitations. I can say that the example of Anthony's coal fried pizza is awesome is authentic and affordable. Now the example i chose of retail , can have side effects of poor linen and poor material. Being it very delicate to wash and care for. I have to say that any firm who can sell as Authentic, large of management and organizational structure must be involved.

• #6 by Ann-Marie Fraser on 3/26/16 - 10:53 PM

  

  Being authentic is being transparent to consumers as to who and what the brand really is. Consumers will draw their own conclusions on the brand of a company just by what they receive such as service and product. The authenticity of the brand needs to remain in line with what the consumer will really experience. As stated in the blog, "a Brand is a set of promises". Promises are expectations so customers are coming in with expectations to be met. If they are not met, the brand does not ring true and the will bring about disappoint from customers and may even cost the company customers. Authenticity never goes out of style, nor is it hardly forgotten. In most companies, the service provided is what makes the brand authentic. Mostly all products can be copied from company to company but the lasting impressions experienced from one is what makes it authentic, original and different from the rest.

• #7 by Fabian Montero on 3/27/16 - 9:48 AM

  

  I found the article about authenticity very interesting. I think this of being authentic provides a company with an advantage, an example could be Apple, they are very unique, their products, their services, what they have brought to the market, the way their products works, I think these have given them a feeling of authenticity. What we look for in a competitive and successfully company is their authenticity, which this is translated into how real they are, how genuine they are and if either they are a copy of something else or not. Authenticity for a business means knowing exactly what makes you unique, why they make a difference, what they do best, what makes you excellent, so once a business has self-awareness and self-knowledge of all of these, then that put the company in a position that makes them authentic and therefore that may bring some advantage to them over the competition. Businesses become more unique and authentic when they know exactly what their purpose is, what is their objective, their target, so the best marketing strategy for a business is being authentic, and that will definitely take the business to another level.
  On the consumer side, authentic means spending a little extra money on the items we are looking for, perhaps we might find similar articles that are not so expensive but they don’t have that authenticity that make that product unique and of course more expensive. However, consumers are willing to pay more for authentic products.

• #8 by Jeff Arteaga on 3/27/16 - 7:58 PM

  

  Castaldo is absolutely correct. For me, personally, I prefer to wait longer and pay more for a product or service that will give the highest value. That is, if I wanted a cheap pizza, I'd buy a frozen one and cook it at home. If I want a good pizza, I go to Anthony's.
  
  In my opinion, if you have a great quality product, focus, and consistency, there is no need to "market". Customers will seek you out... and bring their friends.

• #9 by Dave Davis on 3/27/16 - 11:50 PM

  

  I think authenticitity works for marketing products. An example, is the Polo brand, which uses different marketing strategies, but is still authentic to its brand name. I rarely view a Polo commercial on television or anything flashy being advertised. Instead, there are Polo ads and products in department store magazines, such as Macy's. Lately Polo is utilizing the email system and offer promotional coupons for its outlet stores. The flavor of the month option is not utilized and has prepared polo for less market competition and the company has brand loyalty.

• #10 by Watson Florvilus on 3/28/16 - 12:43 AM

  

  I believe McCann was absolutely right by saying authenticity never goes out of style. I also agree that authenticity involves a company's core values. As long as, a firm continually delivers on its core values and/or promises, it should maintain a connection with its customers. I consider Anthony's Coal Fired Pizza to be authentic. The tremendous growth is indicative of the connection they've made with their customer base. Overall, consumers must believe in the core values and promises of a company in order to remain loyal. Furthermore, I believe being authentic entails developing principles and/or standards and remaining true to them no matter what happens. Anthony's Coal Fired Pizza has clearly achieved their own unique standard and govern the company by them.

• #11 by Marilyn Despagne on 3/28/16 - 10:17 AM

  

  The articles raises some good points. Consumers now are not only looking for highest quality but also looking for authenticity. Authenticity can be traced not only in food but even in clothing, examples being buying an authentic Coach purse versus an imitation, but the questions also comes as why does the imitators still make money even as consumers want authenticity? The answer is simple and comes from the concept of "more product for your money". Authenticity may be high on the wish list of consumers but value is also there. Hearing the word "authentic" does bring a sense of comfort as my fellow classmate Jose stated but it is not the only thing that will attract buyers. The pizzeria has established itself through that marketing and also through word of mouth and referrals. They were able to establish themselves as "authentic" in the eyes of the public but with the new craze of being healthy they may have to readdress their moto but as of now the promise that they have behind their "authenticity" is what consumers are looking for.

• #12 by Andrea Mitchell on 3/29/16 - 4:19 PM

  

  Authenticity can be defined as a characteristic of a document or record created by the entity represented as its creator, and preserved in its original form without any falsification or tampering. A genuine signature is usually the best proof of authenticity. I can agree that based on this definition Anthony's Coal Fired Pizza Brand can make that claim, in regards to “coal fired” pizza. They make no claim that their ingredients are fresh or vegetables are chopped/diced by hand.
  
  However, I do disagree with Sisleidy’s comment that “authentic can be expensive and unattractive to customers.” For example, two of my favorite restaurants are Chipotle (franchise) and Taco Sun (one location) and both serve authentic Mexican food. TS does a have a single lane drive-thru, but that does not shorten your wait time. Everything is prepared to order and both have salsa and guacamole that are made fresh daily.
  
  It appears that Anthony’s has a very high opinion of themselves, but they clearly are not the only business that can brand themselves as authentic.
  
  References
  WebFinance, Inc. (2016). authenticity. Retrieved from Business Dictionary.com: http://www.businessdictionary.com/definition/authe...

• #13 by Karen Pinnock on 3/29/16 - 9:16 PM

  

  Authenticity in a brand as stated is a set of promises which must ring true to the consumer. I for one believe that a product should always strive to achieve what it "promises" when it is being marketed. I appreciate a brand for instance, like Johnson & Johnson which I have been using for years - yes there are others on the market, but this brand evokes a level of emotion in me because it was one my mother used on me when I was growing up....I guess I fall into the category of persons who feel loyalty to the brand and it evokes an emotional response from me. Our text, Kotler and Keller (2016) page 111 states that some brands such as Johnson & Johnson which are seen by consumers "as authentic and genuine can evoke trust, affection and loyalty". Kotler & Keller also go on to state that authenticity also has a functional value - and goes on to point out that Welch's is a brand which is seen by consumers as "wholesome, authentic and real". I believe that authenticity as it relates to a brand, in spite of all that is happening in relation to technology and everything else in the world, will never go out of style.

• #14 by Khalil Sutton on 3/30/16 - 2:51 PM

  

  How Important is Brand Authenticity?
  
     This article presented some interesting points and references referring to the importance of brand Authenticity. While I do agree with quote “Authenticity Never Goes Out of Style” there are other factors that also affect the success of a company. But, in a results and speed oriented style marketplace, the emphasis of Authenticity seems to have been lost. Is the most authentic the most profitable? Most time efficient? Most Feasible? These are the questions that each company has to answer. There is a fine line between the consumers’ needs for authenticity and the consumers’ needs for efficiency in terms of price and time. All this means is that if the consumers’ needs in terms of price and delivery are met, authenticity is usually placed at a lower premium, all things considered. This assumption defines the premise of the rapidly evolving online, instant marketplace that is replacing non-efficient brick and mortar, warehouse style marketplaces.
     In Comment #6, Ann-Marie Fraser commented, “Being authentic is being transparent to consumers as to who and what the brand really is. Consumers will draw their own conclusions on the brand of a company just by what they receive such as service and product”. This quote is very indicative of how I feel. Staying true to your values as a company is one thing, but the perception Authenticity is up to the perception of the consumer who is in pursuit of your product or service. As long as your product satisfies the vast majority of the audience intended for it, and others. It is usually considered authentic in a sense and will drive demand up.

• #15 by Carolina Belmonte on 3/30/16 - 3:50 PM

  

  This article is very interesting and has caused me to think very deeply on the matter of authenticity. Based on the article and the comments of my peers, I draw this conclusion – The “authenticity” concept can be applied to the marketing efforts of any product or serve because ultimately a customer’s perception of the experience is what rings authentic (or not).
  Despite having a dictionary definition, the word authentic is beautifully ambiguous for a marketer because it evokes a different connotation in every individual (as is apparent in all the comments made to this article). In my opinion, this is what makes the concept such a successful base for a marketing campaign. This is a concept that evokes a strong positive response, but as I mentioned varies greatly between individuals.
  My background is in brain and cognitive sciences (basically a mix of neurology and psychology), so this article really stood out to me because it reminded me of when I studied the topics of emotion and perception. Perception is a fickle friend – so many factors (biological, environmental, cultural) affect an individual’s perception of reality yet so many of us share common opinions. What I have learned from this reading is that marketers capitalize on ideas that evoke positive emotions of a perceptual experience, which can apply to material and intangible products/services. This is brilliant, and I don’t expect it to ever stop having universal success.

• #16 by Maisha Mitchell on 3/31/16 - 2:55 AM

  

  According to Budelmann, Kim and Wozniak (2010), “The only truly defendable brand position is authentic one. Any brand that tries too hard, feels forces, or seems to be a stretch can stand out – in a bad way.” The authors of Brand Identity Essentials go on to state that customers can spot from a mile way a brand that is overpromising (Budelmann, Kim & Wozniak, 2010). In all honesty, I agree with the authors of Brand Identity Essentials, as a customer it is easy to tell which brands are authentic and which one are a replica of an original item. For instance, the first time I ever went to New York, my friends took me to China Town and there were individuals that would come up to you and try to sell you Gucci, Prada and Coach purses just to name some for hundreds of dollar less than what the actual cost. Although it was tempting, I declined because to me it is more important the real thing and I rather save money and walk around with a real Coach or Prada item than a “Fake”. Anyone that knows the product and brand will be able to identify it as a knock-off, even though, it says coach inside and the design looks the same. I concur with the blog and McCann that customers place a high value on “Authenticity” and that it never goes out of style. On the same accord, I agree with what Christine Panesso stated in her comment regarding the fact that brands today are more focused on how to sell the hottest and newest items rather than staying true to their brand and core values. Moreover, companies are so focused and busy on trying to gain a competitive advantage over their competitors that they lose sight of making the brand stand out as authentic.
     In respect to the blog associating Anthony’s Coal Fired Pizzas to “Authenticity”, I beg to differ, as I do not view them in that way. Just because they have three promises- the old world art of cooking in a coal oven; a simple menu; and high touch service does not make them authentic as I have been to many pizza restaurants that cook their pizza in in a coal oven and proclaim that their service is top-notch. Authentic means real and unique, which I associate more with Giordano’s Pizza in Chicago. They make and serve Chicago’s famous deep-dish pizza since 1974 and are the best in my opinion. Before Giordano’s, I had never tasted pizza that good. It was so good my significant other and I went twice while we were in Chicago for few days. You do not find that anywhere else.
  
  Reference
  
  Budelmann, K., Kim, Y., & Wozniak, C. (2010). Brand identity essentials: 100 principles for designing logos and building brands. Beverly, Mass: Rockport Publishers

• #17 by Dana Anderson on 3/31/16 - 11:31 AM

  

  I agree with McCann that authenticity never goes out of style. The more virtual our lives get, the more we hunger after something genuine. What people really want now is not just a product or a service, it’s an experience. An experience that is more honest and transparent… more authentic (Noble, n.d.). Honesty is very important to me and has a big impact in the way I choose a product or business. Personally, I will always choose authenticity because being authentic describes something to be genuine. By choosing a product or service that is labeled as authentic, I have a sense of comfort and confidence knowing that I am getting exactly what I am looking for. Others may view authenticity as being expensive. Though I disagree with that point of view, even if an authentic product or service was more expensive I would still opt to pay the higher price since I would be receiving a better product or service and not a counterfeit. Mr. Castaldo states “Brands that are authentic ring true with consumers. After all, a Brand is a set of promises”. An open and trustworthy business is going to remain a top choice among customers. As a result, the trend of authenticity is not going away.
  
  References
  
  Noble, J. T. (n.d.). Truth Will Out - Why Authenticity is the Key to Growing Your Business. Retrieved March 31, 2016, from https://blog.kissmetrics.com/truth-will-out/

• #18 by Shiralee Chokshi on 3/31/16 - 2:02 PM

  

  It is clear that “authenticity” is a branding technique that marketers use to advertise their business. In this age of technology, consumers can do a simple search on Google, or other search services, to learn about products or businesses. Branding your product or company as “authentic” seems to be something consumers desire. However, when that branding technique becomes almost normal amongst different marketing teams for competing products and/or businesses, it can become almost not believable and just another ploy to gain more business. I think that this branding technique carries different weight in different industries. For example, for a pizza place like Anthony’s Coal Fired Pizza, using authenticity as a marketing strategy would be successful. People want authentic food, or the closets to what would authentic. I know personally, my parents (who are from India) are constantly looking for an Indian restaurant that can match the flavors and atmosphere of what they were used to while living in India. When they see that an Indian restaurant is being marketed as “original” or “authentic,” they are instantly drawn in. Granted, not every restaurant is necessarily “authentic” or true to the exact flavors and atmosphere of India, but advertising it that way brings these restaurants business regardless. On the other hand, with products such as electronics, people are hesitant to stray from the name brand. For example, Apple chargers sold on amazon are not always Apple brand name product. A lot of the times, you have to be careful as to what you are ordering because it is branded as “like the authentic Apple brand,” but performance of such product would prove otherwise. It all boils down to one thing: it is true that authenticity will never go out of style, but consumers should be aware of what exactly they are spending their money on.

• #19 by Aaliyah Jenkins on 4/1/16 - 6:11 PM

  

  According to Beverland, Lindgreen and Vink, authenticity originally used to reassure consumers the modern uses of the term to go beyond such claims, seeking to imbue the product with a set of values that differentiate it from other more commercialized brands (2008, Pg.2) To me when something is authentic it is very hard to come by, so when a product has that authentic title it is sometimes a consumer favorite. While reading this article many things came to mind, such as foods like Olive Garden and Chick Fil A, bigger brand clothing lines such as Nike and Puma. These things popped in my head while reading, because I see these brands as having an authentic style or taste about them. With Olive Garden you can always expect a cuisine similar to those found in Italy, and with Nike you can always see some of the same style and design in each one of their shoes. I believe that authenticity also evolves outside of the cuisine and clothing industry, but can also include things like Target, EBAY and Google. These three companies popped into my head, because they are always the ones you here about sticking to their core values rather it is involving their employees or customers. Just as the article mentioned, I believe that the authenticity or being authentic will be around for many more years to come because it is what keeps the WOW factor for all these companies in this similar consumer market.
  
  Reference:
  Beverland, M. B., Lindgreen, A., & Vink, M. W.. (2008). Projecting Authenticity through Advertising: Consumer Judgments of Advertisers' Claims. Journal of Advertising, 37(1), 5–15. Retrieved from http://www.jstor.org/stable/20460824

• #20 by Kelly Hunter on 4/2/16 - 10:24 AM

  

  Reading this article sparked two different sides of me. On one hand, as a consumer, I think valuing authenticity is important. Knowing that a company is true to their word and ensures the best products for me is extremely important. Though I fail sometimes, I try to use products that I know follow these guidelines. Of course this isn't always to keep up with.
  However, from a business stand point, I think marketing for authenticity is important. I also think that if you are going to market that way, you truly need to follow it as well. But I'm not sure that would be the most profitable way. How many consumers actually value authenticity, to the point where they put the research in to truly know if a company follows it? It may be best to forgo the authentic vibe, and stick to what brings customers in. You can still practice following your brand and giving the best product and customer service, without focusing your company motto on it.

• #21 by Evan on 4/2/16 - 11:56 AM

  

  I agree that authenticity never goes out of style and never will. Authenticity is what everyone strives for in life, it is individualism, it is truth, and it is experience. If brand is labeled as authentic than you know that there is something special about it and you feel good about being apart it.
  One of the most iconic brands that I think of when I hear authenticity is Fender Guitars. Fender is one of the leading manufactures of the electric guitars and basses. They set the definition of the sound and shape of the electric guitar. If you were to walk into a music store today you would see many knock off brands that are trying to mimic Fender to get a piece of their brand recognition however, you always will find out its not a fender as soon as you play it.
  In todays world, it would be tough to falsely claim that your company is authentic since information can be looked up instantly and reviews of products can as well so If your marketing campaign is using the word authentic to describe your products than you better be the real deal.

• #22 by Luis Vega on 4/2/16 - 12:43 PM

  

  The word “authentic” has become another overused word that lost its meaning. One of the issues with branding is using descriptive words to describe your product. It then becomes a word that every company uses to describe their product. After some time the descriptive word used to describe your product becomes over used and meaningless. Words like “Best”, “Unique”, “Exclusive”, and “Revolutionary” are also overused words used to describe a product or service that have lost their meaning.
  When branding a product, you need to back up your claims about your product or service. Today the public will see through you if you are not truly honest about your product or service. Whether it is a restaurant, product, or service, competitors are targeting the same customers you are targeting customer. Instead of using the same words everyone else uses to describe their product or service, describe why your product or service is “Authentic” or “Unique”. Tell your customer why your product or service is different, why it is better, or why they should buy your product or service.
  Some companies focus on how they can attract customers by using popular buzz words however, if they do not provide the quality of service they claim in their branding they will not be successful. Anthony’s Coal Fired Pizza supports their branding claim of being authentic by the service they provide and the how they make their food, especially the pizza.
  
  Luis Vega

• #23 by Angie Joselin on 4/2/16 - 12:55 PM

  

  The text describes a brand’s authenticity as one important factor when it comes to how a person emotionally responds to a brand and its marketing. The brands such as Hershey’s, Kraft, Crayola, Kellogg’s and Johnson & Johnson are mentioned as being authentic and genuine. They are said to have also evoked trust, affection, and strong loyalty. This is true for me and the people that I surround myself on a regular basis. I personally grew up being exposed to all of these brands, either due to my parents using baby products from Johnson & Johnson, or eating a bowl of Corn Flakes every morning from Kellogg’s. It could also be as child only using Crayola brand crayons, either provided by the school itself or purchased by my parents. Until this day I have been loyal to these brands and will most likely pass down this brand loyalty to my children because of their authentic flavors, superior valued products, and trustworthy service to their consumers. Overall this article proved to be very interesting and speaks true to consumer behavior. If the brand does not connect with the consumer, a relationship cannot be formed and the marketing efforts of that brand would have been made in vain,

• #24 by Jordan Ufer on 4/2/16 - 2:30 PM

  

  Authenticity is something that all brands should strive for. I agree with Jose Arrolliga when he spoke about online shopping being a convenience factor which is why e-commerce sales are so high. But I do believe that authenticity does matter and more people are growing aware of where their products are coming from. A company that can stay true to being authentic is a company people will trust for much longer than a company that is not authentic. According to Glenn Carroll in his article How important is Authenticity? he said, "Consumers have a well-documented and growing attraction to products and services they see as “authentic,” and research shows they place a higher value on such businesses."

• #25 by Esmeralda Castellon on 4/2/16 - 5:55 PM

  

  I agree with some points of this article about like that of marketing authenticity will never go out of style. However, I could not agree more with one of the bloggers response Jose Arroliga about that not everything that is market as authentic is really true at its core. It’s silly to say but I am one of those consumers that get sold by the word authentic and yet underneath it all I know truly that I am not getting something really that is true. Like the blogger mentioned about pizza, that if something is truly authentic then you would get real ingredients and not premade sauces. This happens to me all the time when I go for shopping for a product food called “Arepas” that Colombian or Venezuelan people eat. Some of the “Arepas” advertise themselves in the label as taste the real thing, authentic traditional Colombian “Arepas”. When I look at the ingredients in the package I know is not truly made with real Colombian ingredients or made the old fashion way by hand. I see artificial ingredients, cheese from the U.S, and the mold of an “Arepa” that is perfect like that of something made in a food factory. The question is why was I sold by the package label or was I really sold by what it states that got me to buy it? The truth is that for some reason, I guess some sort of psychological effect, I feel comfortable of the idea that the product was attempted to be made closest to the real thing. I know is not really authentic but I guess the concept of stating it gives me some sort of comfort and I just end up buy it. Silly, how the power of marketing can have a significant impact in the human brain.

• #26 by Patricia Newman on 4/2/16 - 9:00 PM

  

  I believe McCann is absolutely right by saying authenticity will never go out of style. I believe that authenticity involves a company's core values and what they are willing to do to keep their customers happy. As long as, a company continually delivers on its promises, they will maintain a connection with its customers, for along time. Anthony's Coal Fired Pizza is a great example of a company that is authentic. "What people really want now is not just a product or a service, it’s an experience. An experience that is more honest and transparent …more authentic – and businesses are going to have to keep up with growing consumer authority and give people what they want if they want to survive"("Kissmetrics," n.d.). I believe being authentic entails developing principles and/or standards and remaining true to them no matter what happens. Personally, I will pay more on a product that I know is authentic; then other things. Authenticity will never go out of style, because it determines if a person is welling to pay more on certain products.

• #27 by Merlin Forero on 4/2/16 - 10:12 PM

  

  When I first think of the word "authenticity" I automatically think about a task that is done at a genuine level or real. I feel that this a great marketing strategy for many reasons to grow a company and really be noticed. For one, since the consumer feels that there is a level of a trust on the product. Secondly, because there is a level of trust, as the owner of a business you know that your customers will return back for more of the product. Third, word of mouth means a lot because if a person feels strongly about a product they will likely tell others allowing the business to grow. A perfect example of this is Anthony's Coal Fired Pizza, as this is one of the methods if growing their product that has clearly worked very well for them, as 50 stores in 6 states and are continuing to grow. Although it may not be authentic to Italian food, but authentic in their approach. They have three promises that they make to their customer, and they do well in delivering it to them.

• #28 by Michael Garcia on 4/2/16 - 10:51 PM

  

  I’m definitely an “authenticity” person. Granted I’m not a “foodie”, but in many other aspects I enjoy an authentic experience. For example, when traveling I like to feel like a local. My greatest vacation was actually by myself. I went to New York City alone and stayed in a Hostel. I then went to Puerto Rico and stayed with my cousin’s grandfather in the mountains. The life was completely different than the life I live daily. As much as I like nice things and nice places, growing up I was never around those luxurious places and things. So I get a sense of nostalgia when in a tougher more chaotic environment. It also gives me a sense of appreciation of the life I have now. I don’t think there are many things that are wrong with authenticity as long as people are aware of what they are getting themselves into.
     It can be frustrating at times when you go somewhere and they are a bit out of touch with technology when someone like myself depends on it so much. Such as cash only places when your debit card is what you usually use. At the end of the day an authentic experience whether its travel, food, music, etc.… makes you feel part of that culture whether its the city, restaurant, concert, etc.….

• #29 by Erika Leogue on 4/3/16 - 10:29 AM

  

  Authenticity, in terms of a brand, may simply be a matter of performance and conformance quality. In other words, does the product do what it says and does it do it every time it is supposed to. Kotler & Keller (2016) state that a product’s performance and conformance quality levels must consistently meet its operational objectives while successfully upholding or, perhaps, surpassing the promised specifications (p. 141). The author of this article seems to suggest that the authenticity of a brand simply means always delivering on its promises.
  I agree with the author’s belief that a relationship with the customer can be developed and loyalty cultivated if the product’s promises are “real at their core and delivered on a consistent basis.” If the product/ brand does what it says and does it every time, I would most likely continue to purchase it on a consistent basis with little interest in other comparable merchandise. Why pay or settle for less when I have access to a product that satisfies my want or need of it unfailingly and regularly? Perhaps, there are other consumers that contemplate their purchasing options with this in mind. However, as another blogger intimated, what is authentic to some, may not be for others. The idea of authenticity may be a relative term.
  As a stakeholder in Anthony’s Coal Fired Pizza Brand, the author feels confident that his entity delivers on its promises, and as such, is an authentic brand; but, as the blogger remarked, he would not consider pizza authentic unless an Italian born is making it with fresh ingredients (i.e., not from a can or any pre-made elements). In this case, what is authentic is different in the mind of the writer than from what the author suggests is true about his product. Neither idea is correct or incorrect or better than or worse than; but, the difference of perception and understanding about the meaning of authenticity is interesting to note. For the blogger, authenticity has little to do with performance and conformance quality. It may be more about a preconceived notion that means something to him and thus affects his buying potential. For the author, his product has proven itself to be authentic because it has remained true to its brand promises and has 50 stores nationwide to substantiate his claim. His success certainly shows that customers have not only responded well to his product, but that they may also agree with the belief that authenticity means delivering a product that always does what it says it’s going to do.
  
  References:
  Kotler, P. & Keller, K.L. (2016). A framework for marketing management (6th ed.). New York, NY: Pearson Education, Inc.

• #30 by Brittany Wilson on 4/3/16 - 11:20 AM

  

  I personally am a fan of Anthony’s Coal Fired Pizza. I always see the plantation location on my way home from school and work. In my opinion, brand authenticity plays an important part in Emotional branding. When a brand is considered to be authentic the consumers can trust in the company. Also with authenticity is identified affection and strong loyalty increase. Anthony’s Coal Fired Pizza has some competition now. I have seen many companies coming up that use the Flash Fired pizza ovens. Companies such as Blaze Pizza are comparable to Anthony’s Coal Fired Pizza in my opinion. However the authenticity is untouched. The ingredients are always fresh and the taste is unmatched.
  Authenticity is also a very broad concept. You can ask ten different people their definition of the word and will probably get ten different answers. You can also ask them what companies have authenticity and the answers will vary again. No matter how many brands use the same concept the quality still remains the most important part of building authentic companies.

• #31 by Denver Hopkins on 4/3/16 - 12:01 PM

  

  I feel authenticity is in the "eye of the beholder". If a product is identified as authentic doesn't necessarily equate to the consumer believing that to be the case or purchasing the product because it's categorized as authentic. The article describes Anthony's Coal Fired Pizza as "authentic pizza" and that this authenticity has contributed to the growth of the chain. As a consumer of Anthony's Coal Fired Pizza I believe it to be a chain that is not a traditional style pizza chain based on all the characteristics mentioned: "the old world art of cooking in a coal oven, a simple menu, and high touch service". However, with that being said those characteristics set them apart from competition,but in my opinion doesn't make them an authentic business or product. In my opinion authentic Italian, Chinese, or Caribbean food would be food found in those countries/regions or prepared by 1st or 2nd generation within the heritage where you don't normally lose the "authenticity".
  
  I personally feel as though the authenticity of a well known brand normally falls to the ladder of thoughts. When I purchase a Jimmy Choo shoe, I'm a loyal customer because of the quality of the product, the designs, the relationship and it's never a question of whether or not the leather is authentic. It's one of those silent things that's understood based on the name, the brand.
  
  While I feel authenticity is a great quality to possess I don't find to be the "be all and end all" as it relates to the success of a product, business or service.

• #32 by Andrew Phillips on 4/3/16 - 4:40 PM

  

  I have never had Anthony's Coal Fired Pizza. Although I do have to agree with the article as well as the others that commented and say, the word "Authentic" jumps out at everyone. You can look at sports Jerseys that are authentic compared to the fake ones. The resale value of Authentic products go through the roof. The same can be said with shoes like Yeezy's (Kanye West's Authentic Adidas Shoes) and Retro Jordans. The Resale value of Authentic Shoes like these can hit nearly 400-500% of the original face value when they are first realized to stores. So I have to completely agree with the article in saying Authenticity makes sales.

• #33 by Hayley Miller on 4/3/16 - 4:45 PM

  

  A simple definition from the Merriam-Webster dictionary for authentic is 'real or genuine; not copied or false.' From this definition, my thoughts towards this article include one's individual definition of authentic. Overall, as a society, I do believe that at one time we placed a value on originality and focused on ensuring that this goal was met. In this modern world we live in today, I would have to agree with Mr. Castaldo's blog in that brands that are authentic ring true with consumers. In my opinion, this statement actually details the core person. Many people, myself included, are in tune to activities that speak to desires or interests.
  
  As I read this blog post, I am reminded of an episode that I saw on the Food Network where a famous restaurant was being interviewed. From watching this show, I received an inside scoop on the authentic value consumers placed on the establishment, service and food. Specific dishes of food and excellent customer service aided in the success of this particular restaurant. As a television viewer, I was able to get a better understanding of the authenticity that this restaurant upheld. The popularity of this restaurant also was note worthy as we all have come to know and understand that the consumer likes what the consumer likes and will frequent the same as a result. From this example alone, one can receive a true and transparent overview of what the restaurant has to offer based off of the reviews and return customers alone.
  
  I would disagree with the comments mentioned in the post regarding the Coca-Cola marketing and brand stating that meaningful messages are no more with this product. I would disagree for one reason and one reason only, popularity of an item speaks volumes! In my opinion, there has not been another beverage product brand to date that has met or even come close to the Coca-Cola brand. The fact of the matter is that there was an original brand, regardless of the changes that have occurred, that consumers liked and because of that they do seem to have some sort of loyalty to the product. I like this post and the topic of authenticity because it defines a genuine concern for the marketing growth and success of companies. My opinion on authenticity is simple, maintain the original behavior that attracted the customer from the beginning. In practicing this, there is no lose - only a win!

• #34 by Kelly Ferreira de Souza on 4/3/16 - 7:23 PM

  

  One of my favorite things about the 60's ads is the prevalence of narrative and storytelling. A lot of brands were competing with their ability to spark good feelings in consumers' minds about their brand. The same year "It's the Real Thing" campaign aired, Pepsi released "You've got a lot to live, Pepsi got a lot to give" with music, people, and community sense and the campaign. These campaigns delivered a phrase, music, and story that conveyed a common feeling.
  
  I can understand why Coca Cola ad in 1969 is considered meaningful by experts. It was the first colorized commercial and it touched the concept of multiculturalism in U.S., a hot topic at the time (Chang, 2015). The ad passed the feeling of caring and responsibility to the customers. But, has the company lived up to it? In order to have brand authenticity, a company must be truth to itself.
  
  I think the pizza company is a good example of brand authenticity. The business is not claiming high standard organic made best ingredients pizza, they are promising an unique taste that comes from oven baked pizza, with a family touch. It does not promise more, it is simple, "old school" and true to their roots. I think authenticity can loose its way through innovation. How can a business continue to be authentic and true to its brand values if constantly change to beat competition. I believe the key is not base the brand with competition, but rather stick to what the segment pays attention to.
  
  References:
  
  Chang, J. (2015, May). What coke taught the world. Slate. Retrieved from http://www.slate.com/articles/arts/culturebox/2015...

• #35 by Kristine Kowalski on 4/3/16 - 8:33 PM

  

  I agree with another poster about the word “authentic” being overused. It’s become one of those buzzy, fad words with which I associate very little in terms of meaning, quality, or description. If I were marketing a product, it is a word I would never use. It makes me cringe every time I hear it or something along the same lines. Authentic is just a word for “real” or “genuine” and it that context, it’s difficult to understand how it translates in marketing. If one proclaims something to be authentic coal-oven baked pizza or authentic Mexican food or authentic leather, all it tells me is that there is claim being made that pizza is really baked in a coal-oven or the food is prepared in the same manner as food in Mexico, and well, the leather isn’t pleather. It doesn’t tell me anything about how well it conforms to its claim of authenticity, its quality, its value, etc. It might be useful in terms of branding but even so, it still isn’t something that conveys value to me. What was more appealing in this article was explanation of the three promises and the lack of flash. The description made me want to taste the pizza, not its authenticity. And then the article lost me with the mention of Caitlyn Jenner. No matter anyone’s personal opinion on the topic, the context in which Caitlyn Jenner was referenced was in appropriate and may even be offensive to many.

• #36 by Jeannine Jordan on 4/3/16 - 8:35 PM

  

  Authenticity is something I seek in every aspect of my life.
  
  I am single. I work a full-time job in an entry-level position, and trying to obtain a promotion; this implies that I am working over-time and putting in extra hours to show my worth and knowledge base of the company and it's products. I am also in school striving to obtain my MBA. When I get home, I still have to cook, clean and take care of myself. At the end of the day, if something wants my attention and is not authentic, then I am not interested because I don't have the time to waste on something that will not be or have a substantial effect on my life.
  
  Referencing the first comment of the thread, I agree that being authentic is something completely different than giving the public an impression of being authentic. I do disagree with the author, and feel that Anthony's Coal Fired Pizza is as close to authentic as you can get from a restaurant chain. On the other hand, I do prefer my authentic pizza to have 100% homemade ingredients; this includes the sauce. I am personally lacking knowledge in the type of sauce that Anthony's puts on their pizza, but that is not the point. The point is that it matters what is considered to be authentic, from the consumer's perspective.
  
  Developing and establishing a brand that can withstand the constantly changing society is a difficult thing to accomplish; especially when referencing authenticity. The company has done well for itself to have developed this type of trusting relationship with their customers; I find it to be compelling. The company has positioned itself in a way that has occupied a distinctive place in the minds of their target market.
  
  Anthony's has established a compelling and well-differentiated brand position. This is difficult to do with a vast array of competitors, who may also provide coal fired pizza. I think the point of this post was referencing the difficulty in understanding the needs and desires of various consumers, the company capabilities to deliver these wants and needs, and the required actions that have been taken to follow through with these initiatives. The company, Anthony's Coal Fired Pizza, has placed themselves in the minds of the customer as being authentic, and by doing so, they have maximized the potential benefit to the firm; that is all that matters. The consumers believe that Anthony's provides authentic dishes, and they return again and again to purchase this style cuisine. They have established themselves as more authentic than their competitors (competitive frame of reference), and have given themselves a competitive advantage over these competitors by doing so. Their brand is well known, positively thought of by society in general and successful because their message is simple, hitting psychological and emotional points within patrons. This post was an excellent example of how successful marketing can be accomplished.

• #37 by Christopher Jean on 4/3/16 - 9:09 PM

  

  I believe the authenticity of a brand is necessary for long-term stability of the organization because consumers definitely care about the relationships that they build with different organizations. There is a higher chance of future support and returning clients if a brand delivers that it says it will deliver. It is safe to say that many companies don't live up to the hype that they build up and deliver false promises which is never a healthy way to do business in any industry. If consumers believe in your brand, there is a higher chance that you will be in business for a very long time. It is hard to believe that every organization out there have some form of real integrity and honesty regarding their products and services. Many of them just care of about the financial gain and disregard how important it is to really please the client and keep them coming back. I believe in being upfront and real with your clients so you can be confident as an organization that all of the goals set forth are being executed to the fullest extent possible.

• #38 by Marilyn Despagne on 4/3/16 - 10:14 PM

  

  I agree with my fellow classmates. Brand positioning is what helped the company. They position their brand as authentic in the mind of the consumers and behind it the promise of being authentic. When it comes to marketing every brand/company needs to position themselves in the mind of their consumers where they later makes the decision of using the product of the company

• #39 by Alanna Butterfield on 4/3/16 - 10:33 PM

  

  Brand Authenticity
  
  I agree with Eva that applying the concept of authenticity to pizza is a bit challenging for me. It is part of the reason why I took a while to post. This post challenged my thinking of how one can apply authenticity to various products. We indeed cannot categorize Pizza Hut or Papa John's pizza as 'fake'. Authenticity in this case seems to mean remaining true to your brand promise/mission statement. I do think, though that it becomes more and more challenging for a company to remain authentic once they begin to truly gain momentum and expand and grow. Service standards and the quality of the product can easily be compromised and control more challenging to maintain. This can be seen in television shows such as Undercover Boss. I enjoy a seasoning by a small brand called Flavor God. It is a healthier alternative that helps clean eating be more bearable. I love what the brand stands for and the grass roots nature of the business. Many customers have asked the owner to sell his product to grocery stores but he chooses to keep his business small to maintain quality and service. I truly appreciate that and am happy to buy directly from him. This authenticity really drives customer loyalty.

• #40 by Noelle Mena on 4/3/16 - 10:50 PM

  

  Authenticity to consumers is still very important. For example, I used to bank with Wells Fargo where there mission statement was “We want to satisfy our customers’ financial needs and help them succeed financially.” ("Vision and Values – Wells Fargo," n.d.) The reason I travelled 10 miles to deposit a check with a teller or in a drive thru was due to the mission and promise they made their customers. So when I realized that they began placing machines to take over real life tellers and began losing its customer service niche. The mission lost its meaning and I went to another institution that lives by its mission statement which is my current Credit Union Space Coast Credit Union. Their brand and mission statement is simple “No lies, No Rip off’s, No time wasted.” As a consumer missions or brands are what makes a difference between us reserving loyalty from one company to another or in my case switching from one company to another.
  Now in today’s cyber world it makes it’s very difficult for brands or missions to come across to a consumers. Since you aren’t dealing with people anymore. For example, you can buy your groceries online and not have to even speak to someone so the mission or brand really doesn’t have any effect in your transactions. Still companies like Publix make promises that tie to their branding or mission for their online customers, Like there online deli ordering. They promise to have your deli prepared on time and with your specifications or it’s on them. Which goes to show you that even in today’s crazy cyber world companies can work to make there brands or mission transcend for even the consumer that doesn’t visit there brick and mortar stores.
  The author stated something very witty and clever in regards to Authenticity. He stated “McCann knew it 100 years ago, "Authenticity" never goes out of style” I couldn’t agree more.
  References
  Vision and Values – Wells Fargo. (n.d.). Retrieved from https://www.wellsfargo.com/about/corporate/vision-...

• #41 by straight 2 voicemail on 5/22/16 - 3:12 AM

  

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• #42 by Sony Suprinvil on 6/15/16 - 1:46 PM

  

  I do agree with the article "Authenticity never goes out of style.” Consumers will always go with the brand the feel is the most authentic, authenticity improve the brand loyalty of a product. think the author made a very interesting point by mentioning the “it’s the real thing” Campaign McCann-Erickson Worldwide created for Coca Cola. Although the author made a very valid point, I am incline to disagree with the statement that marketers feel that campaign was the last meaningful brand message Coca Cola had. I feel that Coca has made many initiatives during national disasters that shows authenticity. Coca Cola also create a “share a Coke” campaign, where people from different countries were allowed to purchase Coca Cola for each other. I believed that allowed the brand to connect with consumers, thus building a relationship as stated in the article.
  Lack of authenticity can really hurt a company’s image, thus decreasing brand loyalty. One example of this is Family Dollar retail, consumers feel that they are being trapped into thinking family dollar is a dollar when it is not. This has led consumer to believe Family Dollar’s message is not Authentic. In my opinion, the most common method/ strategy used to gain authenticity is the Pulling strategy; this strategy is used to persuade consumers to demand the product through advertising, promotion, and other forms of communication (Kotler & Keller, 2015).
  
  Kotler Keller, P. L. (2015). A Framework for Marketing Management (6th Revised edition ed.). Prentice Hall.

• #43 by Ru McKenzie on 8/30/16 - 10:04 AM

  

  The new buzz word in branding is authenticity. Although it is a buzz word, it is also important to an overall business strategy. For small businesses and entrepreneurs there is no valid reason to be someone you are not and to be in a business you are not passionate about. Over time the disdain and inauthenticity will show. Being authentic is also a great strategy to niche down and find your loyal customers or clients. Not everyone will like your style, but if you are true to who you are, then those who are interested in what you have to offer will present themselves.