It lacks a core set of beliefs.
It’s static. It hinders brand evolution.
Over time, authenticity becomes something that brands protect at the expense of being interesting.
It’s one dimensional.
Seventh Generation lives up to its motto that “business can be a force for good in the world.” By continually demonstrating a genuine commitment to consumer health and the environment, the brand proves that it is motivated by more than its bottom line.
DiGiorno Pizza committed a major social media fail when they accidentally incorporated a hashtag tied to domestic violence awareness into a promotional tweet. But they immediately and candidly fessed up to their failure to look into the hashtag’s context, and wrote sincere, “no excuses” apologies to Twitter users that were offended.
Best Buy received backlash for wishing shoppers “Happy Eid Al-Adha,” an Islamic holiday, back in 2009. Despite initial negative reactions to the ad, Best Buy’s decision ultimately helped the brand to gain new consumers and earn valuable brand advocates.
Etsy’s energy consumption and shipping practices were running counter to their brand’s mission of rethinking commerce for a “more fulfilling and lasting world.” They decided to live their brand truth by transitioning to renewable electricity, and are committed to developing a carbon neutral marketplace.
CVS: In September 2014, CVS decided to make good on its mission to help customers achieve better health and stopped selling cigarettes. The brand made a strong statement about its character, proving that it values consumer health over its own profits.