BlueSky Thinking Summary

The article argues that authenticity is core to consumer perception and purchasing decisions, referencing a study led by Kent Grayson from Kellogg School.

Drawing upon the case of Budweiser's 1933 Repeal Reserve Amber Lager campaign, it explores how products might be made to express the impression of authenticity through manufacturing processes bound by history.

Grayson and his team show that consumers view products produced through an original process created by a founder as more authentic than those produced at other locations.

These authentic nuances, for consumers, translate into higher perceived value and a willingness to pay a premium.

In addition, the research extends to scenarios related to companies borrowing original processes.

It underlines the role of authenticity in consumer psychology but gives companies, and especially young ones, ideas on how to build authenticity through storytelling or by relating their brands to values like sustainability.

If taken to the final analysis, authenticity would have effects not only on the choices that consumers make amongst products, but also on brand loyalty and market competitiveness.