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Authenticity: How Brands Like Chobani and Zappos are Profiting from Honesty

The element of authenticity in brand management is vital to building customer loyalty in today’s digital marketplace. Never has it been so easy for consumers to share their opinions about a product or service, making it imperative for companies to be transparent in handling branding and customer feedback.  

If a company has values and morals and is honest in their communications about their brand, consumers come back for more.  

So, what does it take for a brand to be recognized as authentic and how does it affect their profitability?  To be perceived as authentic, a brand must convince their customers that they are true to their core values in all aspects of their business.  They must consistently align their marketing efforts with their mission statement, act with integrity at all times, and stand for more than just making money.  


What Makes Branding Truly Authentic?


According to a study published by Cohn & Wolfe in their Authentic Brands Report, what consumers want most is honest communications about a product or service.  This branding strategy has proven to create customer loyalty for many large companies today.

Let’s take a look at a few of these companies and how they have benefited from brand authenticity:


  • Chobani’s Branding

Since 2016, Chobani has reached nearly $2 billion in sales.  Clearly, they are doing something right.

It all started in 2005 when a Turkish immigrant, Hamdi Ulukaya, came to America. Once here, he found the quality of our yogurt to be lacking.  He saw the perfect opportunity to make a difference when he discovered a yogurt plant for sale.

After purchasing the yogurt plant in 2005, Ulukaya combined his passion for quality with his sense of duty to the local community.  Also, his dedication to creating a well-paid, happy workforce drove him. In fact, it prompted him to give 10% of the company to his employees in 2016.

Because of Ulukaya’s commitment to excellence, Chobani persists as an authentic, trustworthy brand that consistently delivers a quality product.  The company’s tagline represents their passion for excellence in all aspects of their business:A cup of yogurt won’t change the world, but how we make it might.”


  • Zappos

The founders built Zappos to offer the most extensive selection of shoes and provide the best online services for shoppers.  Founder, Nick Swinmum, and CEO, Tony Hsieh, built the company culture around ten core values. They continue to adhere to even as the company has expanded to produce over $2 billion in annual revenues.  Their goal was to get customers to associate the Zappos brand with excellence in customer service. Now, they have done just that.

Zappos embraces some unconventional approaches in their organizational structure and their marketing campaigns.  This is to ensure that their customers receive the best possible products and service. Their goal is to inspire customers and employees to see themselves and the world with a fresh perspective.

Zappos founders also encourage maintaining a company culture that embraces change and one that will deliver a “wow” experience.  One of their core values is tobe adventurous, creative, and open-minded.”   With their commitment to building a unique, positive, and transparent  culture, Zappos has managed to remain successful despite the increasing competition.


How to Harness the Power of Authenticity with Your Brand


Avoid being left behind in today’s competitive, ever-evolving marketplace by understanding the mindset of the global consumer.  According to Cohn & Wolfe, about 87% of global consumers say it’s essential for brands to “act with integrity at all times.

A creative brand agency can help you harness the power of authenticity with your brand. Contact the experts at Web Content Development today so we can help.  

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About the Author

Erica D’Arcangelo – De Silva

Erica D’Arcangelo – De Silva has worked in the Internet marketing industry for the last 20-years. Erica is the top-secret SEO weapon to marketing and advertising agencies in the world. She has generated over 300+ million in revenue for high-value brands such as Walmart, Pottery Barn, iRobot, Cutting Edge Firewood, Kelley Blue Book, and many more. Erica has custom-created more than 1,000 content, SEO, and marketing strategies which held the key to doubling and tripling online traffic, and marketing ROI. She has also authored a series of online publications including The Digital Branding Survival Guide, Million Dollar Marketing, 5 Steps to Increase Web Traffic by Blogging, and Repairing Your Online Reputation.