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Dictionary by pitch.dog
Brand foundations & identity · Working

Brand authenticity

Also called: perceived authenticity

ELI5

Perceived alignment between a brand's claims, behaviour, history and values.

Used in conversation

“Tie brand authenticity to observable choices in message, design and behaviour.”

Pitch context

You will see “Brand authenticity” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.