☕ From Coffee To Community: Starbucks
Through a strong authentic brand identity
📖 Authenticity Roundup
A curated collection of readings
🏈 Brands Tap Athlete's Authenticity
Forge connections with their target audience
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| Authenticity Report
2.9.23
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Welcome to our weekly newsletter as we bring you all the latest from the Authenticity community.
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From Coffee to Community: Starbucks' Authentic Approach
Starbucks has maintained a consistent brand image and quality of products since its inception in 1971. The company's focus on sourcing ethical and high-quality ingredients, and commitment to sustainability and community involvement, further add to its authenticity as a brand.
"Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand." - Starbucks CEO Howard Schultz
Here is what our community thinks about why they are authentic.
"Consistency, loyal to its roots, not afraid to be vocal." - Judy N.
"They take care of their customers by offering a place to work, free wifi, or simply enjoying a cup of coffee."
"They have always been true to its roots and values, from the quality of the coffee to the atmosphere of the stores."
"Every time I visit a Starbucks, I feel like I'm experiencing a piece of coffee culture, not just a chain."
Read why Starbucks ranks in the Top 30 on our Authenticity 500 Brand Index.
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This week's interesting reads from around the web.
Defining “Authentic” For 2023: What It Really Means To Be Who You Really Are
Being authentic means being genuine and original, but this word has become overused to the point of losing its meaning. In 2023, leaders who describe themselves as authentic should also live up to this standard, especially on social media where they have more opportunities to showcase their authenticity. [Forbes]
How The Rock Authentically Surprised Adele At Grammy's
How that unbelievable viral moment occured. “The key to a surprise like that is to actually keep it a surprise. Myself and the Grammys went to great lengths to make sure that Adele was authentically surprised in the moment, and she was.” [Variety]
Today’s PR Authenticity Is Unprecedented — And Worth Celebrating
What happens when business leaders start being real. The emergence of new modes of communication has allowed U.S. content consumers to get a real sense of where influencers of all kinds stand on issues of the day. Love them or hate them, podcasts like “The Joe Rogan Experience” and business leaders like Elon Musk are tearing down the walls of traditional media. [PR Daily]
De-Influencing Is the TikTok Trend Putting Authenticity First
Enter de-influencing, the latest TikTok trend flipping influencing on its head, fuelled a growing frustration at users promoting products online that are misleading or, to put it bluntly, inconsiderate in light of the ongoing cost of living crisis. [Yahoo]
How Stars Like Dolly Parton and Tom Hanks Became American Sweethearts
Over many years, sweetheart celebrities have cultivated reputations rooted in kindness, authenticity and hard-earned success that have elevated them above your average A-lister. They become symbols in American pop culture. We turn to them for inspiration, moral guidance, reliable entertainment and even solace. [CNN]
PHOTO: Kevin Mazur/Getty Images
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Brands Tap College Athletes’ Authenticity To Target Gen Z
"College athletes are the rising stars of Gen Z." These partnerships between top brands like Hyatt, Lacrosse Unlimited, and others aim to harness the star power of these athletes, capturing the attention of young consumers and offering a unique glimpse into their lives beyond the playing field. This approach aligns with the Gen Z desire for genuine experiences and personal connections, making these athlete-brand partnerships a win-win for both sides. [Digiday]
ILLUSTRATION: IVY LIU
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| What Authenticity Means
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"Authenticity means consistently being true; always acting in a way that reflects the goals of oneself, a brand or a community."
- Courtney Gearhart
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