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BUILDING BRAND AUTHENTICITY
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BUILDING BRAND
AUTHENTICITY
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
BUILDING
BRAND
AUTHENTICITY
7 Habits of Iconic Brands
Michael Beverland
Professor of Marketing, RMIT University
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
© Michael Beverland 2009
All rights reserved. No reproduction, copy or transmission of this publication may be
made without written permission.
No portion of this publication may be reproduced, copied or transmitted save with
written permission or in accordance with the provisions of the Copyright, Designs
and Patents Act 1988, or under the terms of any licence permitting limited copying
issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London
EC1N 8TS.
Any person who does any unauthorized act in relation to this publication may be
liable to criminal prosecution and civil claims for damages.
The author has asserted his right to be identifi ed as the author of this work in
accordance with the Copyright, Designs and Patents Act 1988.
First published 2009 by
PALGRAVE MACMILLAN
Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered
in England, company number 785998, of Houndmills, Basingstoke, Hampshire
RG21 6XS.
Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue,
New York, NY 10010.
Palgrave Macmillan is the global academic imprint of the above companies and has
companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States, the
United Kingdom, Europe and other countries
ISBN-13: 978-0-230-58031-2
This book is printed on paper suitable for recycling and made from fully managed and
sustained forest sources. Logging, pulping and manufacturing processes are
expected to conform to the environmental regulations of the country of origin.
A catalogue record for this book is available from the British Library.
A catalog record for this book is available from the Library of Congress.
10 9 8 7 6 5 4 3 2 1
18 17 16 15 14 13 12 11 10 09
Printed and bound in Great Britain by
CPI Antony Rowe, Chippenham and Eastbourne
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
To Emma
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
CONTENTS
List of Figures and Tables xi
Acknowledgements xiii
Chapter 1 The New Brand Reality 1
Introduction 1
What is Wrong with Brands Today? 4
Book Structure 6
Conclusion 10
Side Bar: Zippo – Still the Best Lighter Money Can Buy 10
Side Bar: Data and All That 11
Chapter 2 Why Authenticity? 13
A Tale of Two Brands 13
What is Authenticity? 15
Who Determines Brand Authenticity? 17
Why Do Consumers Look for Authenticity in Brands? 21
How Do Marketers Build/Destroy Authenticity? 25
Conclusion 27
Chapter 3 The Authenticity of Stories
Weapons of Mass Destruction and Wooden Chassis 29
Why Do Brand Stories Create Authenticity? 33
The Ten Stories Behind Authentic Brands 37
Founding 37
Side Bar: Burt and His Bees 40
Family 42
Conflict and struggle 44
Triumph and tragedy 46
Creation 48
History 51
Side Bar: Life during Wartime 52
Community 54
Place 56
Consumers 58
Product/service 59
Conclusion 60
vii
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29
10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
Chapter 4 Appearing as Artisanal Amateurs 63
Altoids and the P&G Effect 63
Side Bar: Less is more – returning Cracker Barrel to its roots 65
‘Amateurs’, ‘Artisans’, and ‘Appearances’ 66
What Makes a Brand Appear Artisanal and Amateurish? 68
One: Emphasizing craft traditions 68
Two: I wasn’t formally trained 70
Three: We don’t do marketing 72
Four: I love what I do! 73
Five: Luck played a big role 74
Six: Admit failure 76
Seven: We just want to have fun! 77
Eight: Not bad for no budget 80
The Other Half of the Story 81
Conclusion 82
Chapter 5 Sticking to Your Roots 85
Taking Photos at Melbourne Airport 85
What Sticking to Your Roots Doesn’t Mean 87
How to Stick to Your Roots? 88
Side Bar: The other Dr Pepper 89
One: Stylistic consistency 90
Side Bar: Tiger Balm 91
Two: Retaining tradition 93
Three: The founding spirit 95
Four: Telling moralistic tales 96
Five: Returning to or continuing roots in periods of transition 98
Six: Retaining community traditions 99
Seven: Engaging in focal activities 101
Conclusion 101
Chapter 6 Love the Doing 103
Ayn Rand and James Dyson 103
Why Do We Love The ‘Lovers of Doing’? 105
How to Demonstrate a Love of Doing 106
One: Product/production orientation 107
Two: Experiencing production 109
Three: Leaders involved in production 111
Four: Espoused love of craft 113
Five: The quest for excellence 115
Six: Being design-led 118
Conclusion 120
Chapter 7 Market Immersion 121
Right Wing Customers 121
Side Bar: Tata Motors 123
viii
CONTENTS
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
CONTENTS
How to be Immersed in Your Market 124
One: Employ your customers 124
Two: Live in the market 128
Side Bar: Hans Beck and Playmobil 130
Three: Trust your gut 131
Side Bar: Alessi 135
Four: Allow employees to dabble 135
Five: Seed the fan base 138
Conclusion 139
Chapter 8 Be at One with the Community 141
Chateau Margaux’s Cows 141
Authenticity is Local (Even when the Brand is Global) 142
How to be at One with Community 145
One: Nation 145
Two: Region 147
Three: Industry 149
Four: Culture 152
Five: Subculture 154
Conclusion 157
Chapter 9 Indoctrinate Staff into the Brand Cult 159
Gordon Ramsay 159
How to Indoctrinate Your Staff into the Brand Cult 160
One: Select carefully 160
Two: Look after their welfare 162
Three: Tell their stories 164
Four: Manage non-performance early 165
Five: Encourage creativity 167
Six: Immerse staff in the brand’s culture 169
Seven: Lead by example 171
Conclusion 173
Chapter 10 What Can You Do? 175
Faking it is Hard 175
Don’t Just Say it, Show it! 177
Embrace the Tension at the Heart of Authentic Brands 179
Product, Product, Product (or Service, Service, Service – or Both) 180
Be Part of the Consumers’ World 181
Avoid the Temptation to Exploit Your Brand for
Commercial Gain 183
Employ a Brand Historian 184
Don’t be Afraid of Letting Consumers in 185
Be Open and Honest 187
Side Bar: What about B2B? 189
Conclusion 190
ix
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
CONTENTS
x
Bibliography 191
Author Index 203
Brand Index 207
Subject Index 215
CONTENTS
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
LIST OF FIGURES AND TABLES
Figures
1.1 Building brand authenticity 6
1.2 Zippo has long been a US soldier’s most desired possession – a
relationship honoured in this design 11
2.1 Authoring brand meaning 18
2.2 Authenticating brands 24
3.1 Bruichladdich’s Weapons of Mass Destruction (WMD II) 30
3.2 Stories are at the heart of whisky producer Bruichladdich 31
4.1 Altoids packaging appears old world and amateurish when compared
to the brand’s plastic, manufactured competitors – that’s part of
Altoids’ charm 64
4.2 Altoids advertisements are as collectible as their tins. The ads reinforce
the brands playful, irresistible, deviant nature 64
4.3 The instantly recognizable face of Dilmah Teas – Merrill J. Fernando 75
4.4 The sign says it all – Virgin gyms encapsulate Richard Branson’s laidback fun image (unlike all those other corporate gyms) 79
6.1 Eagerly awaited by collectors, W. Britain’s return to the Delhi Durbar
range kicks off with this lovingly crafted, and carefully researched, Jaipur
elephant 114
7.1 Phil and Ted’s Inline Buggy – a product improved through direct
feedback from staff-as-parents 125
7.2 Hans Beck’s Playmobil figures were developed after observing how
children draw faces and figures 131
7.3 Dyson married cutting edge technology and design with tradition in
the firm’s new take on the washing machine – the Contrarotator 133
7.4 Now a staple of kitchens and airports, the Dyson Airblade is another
example of how the firm constantly challenges traditional thinking
in designs 134
10.1 Thousands visit the Zippo Visitors Centre every year 186
Table
3.1 Ten stories behind authentic brands 38
xi
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19
ACKNOWLEDGEMENTS
No book about being true to oneself can fail to acknowledge the
many people that have helped me along the way. First and foremost, I’d like to thank my co-authors who have played a critical role
in honing some of the ideas covered here. A big thank you to my
main partner in crime, Francis Farrelly (Monash University), as well
as Sonia Dickinson-Delaporte and Julie Napoli (Curtin University),
Mike Ewing (Monash University), Adam Lindgreen (Hull University Business School), Pascale Quester (University of Adelaide), and
Michiel Vink for their respective contributions to various articles
on authenticity. Second, a big thanks to Emily Chung and Kay
Laochumnanvanit for helping with consumer data collection.
Third, a big thanks to all the supportive editors of various journals that have nursed my (often rough) ideas through the review
process. Thanks to John Deighton and Eric Arnould (Journal of
Consumer Research), Candace Jones, N. Anand, and Josè Luis Alvarez
(Journal of Management Studies), Barry Babin (Journal of Business
Research), Russell Laczniak, Tom Duncan, Don Schultz, Charles
Patti, and Marla Royne (Journal of Advertising), Catherine Dalton
(Business Horizons), Nick Lee (European Journal of Marketing), Matt
Coney (Idealog), Abbie Griffin (Journal of Product Innovation Management), and Thomas Walton (Design Management Review) for their
patience, support, and insights (and acceptance). Fourth, thanks
also to all the anonymous reviewers that provided constructive
insights on each of my papers. Throughout the development of my
ideas, a number of people have provided encouragement and critical insights that have proved very useful. These include Linda Price
(University of Arizona), Tandy Chalmers (Queen’s University), Mark
Ritson (Melbourne Business School), Richard Elliot (University of
Bath), Kelly Tian (University of New Mexico), Steven Kates (Simon
Fraser University), Mark Uncles (University of New South Wales),
Carla Taines (University of Melbourne), Peter Danaher (Melbourne
xiii
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xiv
Business School), Tim Fry and Mike Reid (RMIT University), and
Steve Charters (Reims Management School).
This book would not have been possible without generous
funding. In many cases grant bodies were asked to provide funds
for what seemed, on the face of it, rather questionable projects –
such as conducting research on luxury wineries in France. Without
the support of various reviewers and chairpersons, the research
necessary to bring these ideas to life would have been impossible.
Thanks therefore to the Faculty of Business and Economics Research
Committee at Monash University, the Faculty of Economics and
Commerce Research Committee at University of Melbourne, the
School of Economics, Finance and Marketing Research Committee
at RMIT University, the Australian Research Council (DP0985178 &
DP0664943), and Phil Bretherton who as Head of School at Unitec,
Auckland signed off on many research requests that ultimately
generated case data for this book.
Although funds were critical, this book would never have appeared
were it not for the informants. There are too many to thank, and
many more gatekeepers and connectors whose names I’ve forgotten
who helped secure me interviews with busy people (especially in
France). However, I’d like to thank the following people for providing me with approval to use the photographs in the book: Anton
Brown (Virgin Active Australia), Matthew Parkin (Morgan Motor Co),
Mark Reynier (Bruichladdich), Richard Walker (W. Britain), Jamie
Dickinson (Playmobil), Jeni Golomb (Altoids on behalf of Wm. Wrigley
Jr. Company), Pat Grandy (Zippo), Dilhan C. Fernando (Dilmah), and
Richard Shirtcliffe (Phil & Teds).
Thanks must also go to the publications team at Palgrave Macmillan including Eleanor Davey-Corrigan, Stephen Rutt and Imran
Shahnawaz (any errors that remain are mine). Thanks also to my
doctoral student Jo En Yap for editing and developing the index,
my colleagues at RMIT for putting up with a less than attentive
discipline leader during the writing phase of this book, the guys at
Switchboard Café in the Manchester Unity building (where much of
this book was planned out and edited) for great coffee (and remembering I have two Long Macciato’s every morning), my good friends
Anish, Elison, Julie, and Liliana (keep it real pink shirts) for keeping
me grounded, and my loving partner, Emma, for her understanding
and support.
Here’s the book, hope you like it.
ACKNOWLEDGEMENTS
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10.1057/9780230250802 - Building Brand Authenticity, Michael Beverland
Copyright material from www.palgraveconnect.com - licensed to University of California-CDL - PalgraveConnect - 2011-04-19