Authentic companies don't try to be something they're not. Discover why brand authenticity matters and learn about three real-world examples of big brands building trust with their customers. To learn more about how brands can become more authentic, download the Authenticity Handbook here: http://ow.ly/ZgQS7

1. Authenticity in Action
Speak to Human
Experience
To survive, companies must establish a strong sense of trust in
their brands through honesty, transparency, commitment and
customer engagement. To learn more about how brands can
become more authentic, download the Authenticity Handbook
Sources: http://www.prnewswire.com/news-releases/56-of-americans-stop-buying-from-brands-they-believe-
are-unethical-300181141.html, http://www.catalinamarketing.com/uncategorized/catalina-mid-year-performance-
report-finds-challenging-market-for-many-of- top-100-cpg-brands/, http://www.adweek.com/news/technology/
heres-why-taco-bell-created-600-gifs-and-photos-its-new-social-campaign-168007, http://braveoneagency.com/
mcdonalds-french-fries-transparency-gone-bad/, http://www.fastcompany.com/3026713/lessons-learned/how-
patagonias-new-ceo-is-increasing-profits-while-trying-to-save-the-world
Get Real
#authenticity
Why Customers Love Authentic Brands
Authentic companies don’t try to be something they’re not, but
instead recognize what they are, what they do best, and what
customers value most about them.
You don’t need to be small to be authentic. You need to know
what you stand for, understand your customers and make that
knowledge count in every customer interaction.
DOWNLOAD
Half of Americans
trust small firms
to do the right
thing but only
36%
trust large firms
to do the same
Trust and
authenticity
impact the
bottom line.
of the top 100
brands lost
category share
last year.
90%
While touting ecological
sustainability, Patagonia’s
revenue jumped to
$600 million
Taco Bell, showing millennial
customers how it understands
their world, campaigned for a
taco-shaped emoji, gathered
33,000 signatures—and won
Be Honest
McDonald’s earned
credibility with customers by
revealing the ingredients of its
burgers and fries
Share What Your
Company
Believes In