3
the
lessons
Authenticity is a
complex cultural
code
Authenticity is at
its most powerful, implicitly expressed and experienced
With strong brand
commitment, authenticity can be
enhanced to boost
sales
To migrate the authenticity of a
brand experience from one market
to another-- the experience needs
to be essentialised, translated and
applied through a decoding of local
consumer culture and
shopper behaviour
Although product communication is
important, nothing is as powerful in
building authenticity for the brand
and products as real-life. r ?GV??F?VG&?6????R7V7F6?R?BW?W&?V?6P???7F?&P??'&?G26???GFVBF?F?RWF?V?F?6?G???BV?G??bF?V?"?ffW&??w2&R&W7@???6VBF?6???W&6???&V?Vf?Bg&??&?f?F??rF?R&?v?B???7B?F??6V@?7Fv??r?7Bg&??v??6?F?V?vvP?v?F?F?V?"7W7F??W'0??F??WF?V?F?6?G?????W"f?6????v?&??&WF??W?W&?V?6R?vWB??F?V6?v?F?W3??VWGW4&WF???66W72?6p?d??4R3???