Introduction In today’s world we can broadly observe an anti-brand discourse. People no longer think about large brands in a favourable way. While in the past the presnece of such brands were approved by the communities, now they are often blamed for a number of societal issues such as pollution, enviromental degradation, poverty, inequality, exploiting employees or overconsumption. This fact is partly caused by the traditional branding model which have failed for the sociocultural context with consumers who draw their identity (Beverland, 2009).

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As a result, a lot of brands are turning to such values as authenticity, sincerity and heritage. “The search of authenticity is one of the cornerstones of contemporary marketing” (Brown, 2003). The first part of the following essay focuses on the nature of authenticity and how the marketers build a brand authenticity according to Beverland’s 7 criterias. The second part presents the case of Jack Daniel’s brand and it’s way of staying authentic but current at the same time and the comparison of the theory recommendations with the Jack Daniel’s strategy and pracitces.

The essay closes with a conclution part. Theory The term ‘authentic’ comes from a Latin word Authenticus and a Greek word Authentikos and means ‘worthy of acceptance, authoritative, trustworthy, not imaginary, false or imitation, conforming to an original’ (Cappannelli & Cappannelli 2004). This traditional view shows the important role of authorities or experts and that the authenticity was often part of the object, which was rare and unique (in the contrary to mass produced or everyday objects).

According to the literature authenticity can be connected to the object, come from a relation between object and historical period/ organization form/ nature, or be given to an object by marketers and consumers (Beverland, 2005). However the term ‘authenticity’ is problematic and very often declared to be subjective. In general, we can mention two views on authenticity: objective/non-personal forms or personal/subjective forms. Objective/non-personal forms of authenticity: 1. Objective ideals of authenticity. Authenticity is inherent to the object: it cannot involve remakes or changes (Postrel, 2003). . Authenticity as purity. A reduction in the object’s value is highly disapproved. As a result the emphasis is put on the naturalness and functionality. 3. Authenticity as tradition. Requires conforming to original principles and traditions. 4. Authenticity as aura. Refers to objects/persons that show signs of history. Any kind of role playing or staging are considered to be inauthentic. However the historical view ignores the role played by people in granting the authenticity to an object. Research shows that consumers are very active in building authenticity and brand meaning.

And what is interesting, they often impart more authenticity to fictional objects than genuine ones (Grayson and Martinec 2004). That is why the other view on the term ‘authenticity’ suggests that it is subjective, socially constructed and given to an object by consumers, trendsetters marketers, critics and others (Beverland, 2009). Subjective forms of authenticity: 1. Authenticity as formal harmony, balance or delight. Refers to the objects that work and give pleasure. Being true to the original is not essential. 2. Authenticity as connection to time and place.

Is really important to customers (especially for low cultural capital consumers), because it reaffirms tradition. 3. Authenticity as self-expression. “I like it because I’m like that” (Postrel, 2003). Authenticity refers to self-identity. The brand is authentic because it reflects the personal truth. Authenticity can be true and/or created. Research shows that authenticity is often more fabricated than real. This combination of real and made up features help brands to create an aura that differentiates these brands from the others (Brown, 2003). M. B.

Beverland defines authenticity as: “a story that balances industrial (production, distribution and marketing) and rhetorical attributes to project sincerity through the avowal of commitments to traditions (including production methods, product styling, firm values, and/or location), passion for craft and production excellence, and the public disavowal of the role of modern industrial attributes and commercial motivations” (Beverland, 2005). Why do customers search for authenticity? Institutions that used to gather people and help to shape the identity, as churches, school meetings, local events are in decline in many nations.

However brands are omnipresent and they welcome all new-comers. According to Arnould and Price (2000) responsible for reshaping how the society is searching for authenticity and identity are: globalization, deterritorialization and hyperreality. “The loss of traditional sources of identity and the increased dominance of image in everyday life gives rise to rituals that affirm an individual’s authentic self and their desired collective identity. Increasingly these rituals involve brands, branded spaces, or activities involving brand identity markers” (Beverland, 2009).

Brands became important to people because they give the sense of authenticity outside oneself and they help consumers to reconnect sense of time, community, place/space, and shared culture. What is more, nowadays consumers use brands to achieve their significant identity goals (for example they select a brand that helps them to connect to others members of a community). How to build brand authenticity? M. Beverland identify seven ways of how brands achieve authenticity. The seven habits of authentic brands are: 1. Story telling. 2. Appearing as artisanal amateurs. 3. Sticking to your roots. 4. Loving the doing. . Market immersion. 6. Being at one with community. 7. Indoctrinating staff into the brand cult. In good times and bad times, Jack will always be waiting… 145-year-old Jack Daniel’s Tennessee Whiskey is the best selling premium whiskey label in the world, according to the Distilled Sprits Council of the United States. The sales of Jack Daniel’s have been increasing over the years. So, how does it remain popular being new and old at the same time? Jack Daniel’s whisky is strongly bound up in the character of Jack Daniel (full name was Jasper Newton Daniel) – the brand founder and first distiller.

He wanted his whisky to be special. That is why he put so much effort in the process of distillation: “He used only the iron-free cave spring water on his property and the finest grains, mellowed his whiskey by filtering it through 10 feet of sugar maple charcoal, and changed the charcoal out more often to produce a more consistent and better whiskey” (Stengel, 2011) After his death, he passed his business to his nephew Lem Motlow, who managed to stay true to the business idea of his uncle: he used the same distillation process and kept the square shape of the bottle.

Among the years Jack Daniel’s found a way to remain authentic, despite innovations (Gentleman Jack, Single Barrel Select. Jack Daniel’s Tennessee Honey Whiskey, ready-to-drink cocktails)- they still use the same method of charcoal mellowing that it started with in the 1860s by Jack himself. The brand prides itself on its authenticity and a message that resonates ‘from bikers to bankers’. According to Jennifer Powell, the Senior Brand Manager for Jack Daniel’s: “The message of authenticity is the foundation upon which Jack Daniel’s is built and runs throughout all areas, from advertising to the whiskey making process. (Schlesinger, CNBC, 2011). In 2001 Jack Daniel’s launched a new campaign that is build around authenticity. They used a letterpress printer (as one of the well-known authentic activities) to create patriotic posters with slogans and a documentary. A 3-second spot: ‘As American As’ following the documentary, which refers to the independent American spirit, celebrates physical and legendary country as it used to be — without any technologies. “We shot it the way Mr. Daniel, if he were alive today, would want it shot—with integrity, authenticity, craftsmanship and his spirit of independence.

Gorgeous ?lm was the result. Our print imagery was equally beautiful, with a masculine, sometimes gritty effect,” says the maker. What is interesting, while launching the new authentic campaign Jack Daniel’s decided to actively use social media tools. They built an app on Facebook that lets customize own posters and share them virtually (they were the first liquor brand to buy Twitter ads as well). How would Jack luanch a campaign? Comparison of Beverland’s 7 habits of authentic brands with Jack Daniel’s strategy. Story telling

All brands have founding myths, but authentic brands choose to tell and retell these myths. M. Beverland’s identify ten themes which appear in authentic brands storytelling: founding, family, conflict and struggle, triumph and tragedy, creation, history, community, place, consumers and product/service. “None of the ten stories behind authentic brands is more important than the other. Each story adds another layer of richness to the brand’s meaning” (Beverland, 2009). Some stories represent a genuine, official history of the firm, however usually, those stories are created by consumers and society around the brand.

In the case of Jack Daniel’s – as brand became a part of pop culture, consumers and society played a significant role in creating the story – they simply became co-authors in their meaning. As Global Managing Director for Jack Daniel’s, Gus Griffin states: “Brands can have multiple storytellers. In our advertising, the brand is the storyteller, however, the most powerful storyteller over the history of the brand has been pop culture. The stories told by pop culture have very effectively communicated the independence and masculinity values of the brand, while much of our advertising has communicated the values of authenticity and integrity “. Drummond, 2008) Appearing as artisanal amateurs Analyzing the appearing as artisanal amateurs we can notice that they focus in few themes that involve: messages, stories, statements or myths that emphasize craft traditions, lack of training, downplaying business expertise, passion, luck and accidents, love of failures, fun, and great results on low budgets. “Authentic brands are founded and run by artisanal amateurs who celebrate their lack of professionalism, the role of luck and chance in their success, and even go so far as to focus on their failures” (Beverland, 2009).

It pretty describes the story of Jack Daniel’s himself- a young, short boy who were trying to live his dream and do something significant, that he could have been proud of. Sticking to your roots M. Beverland emphasizes that brand’s root do matter, as they provide a sense of difference among competitors. He points that being open is a valuable advantage, however it is important to keep connection to the place, time and cultures- as this qualities help costumers to achieve authentication. Jack Daniel’s strongly sticks to his roots. The advertisements for Jack Daniel’s haven’t changed significantly among the years.

They are still stylized in the old, traditional way: remaining mostly black and white and the new Jack Daniel’s campaign refers to the most traditional way of making posters – the letterpress printer. They are ensuring customers that they stick to the traditions started by Jack Daniel himself in 1866. Jack Daniel’s uses the same method of charcoal mellowing that it started with in the 1860s at its distillery in Lynchburg, Tennessee and they put the whisky in the same, square shaped bottles. The slogan “Jack is still here” informs us that the spirit of the founder is still present and it will continue the traditions started 150 years ago.

Global Managing Director of Jack Daniel’s states: “By modern standards and the length of time we have advertised, our advertising has changed relatively little. This is particularly true for the first 35 years, in which advertising remained black and white, long copy print ads telling stories about the special process (charcoal mellowing) we use to make our whiskey, the people who make it and the place they live (Lynchburg, Tennessee), and the history and heritage of the brand and its founder, Jasper Newton Daniel. Much of our advertising today still tells the same story. ” Loving the doing

Another factors that help customers to achieve the authentication is ability to identify directly with people who love their crafts- it reflects our own level of passion and deep-seated desire to get paid for doing what we love. Besides it gives us a feeling that we are provided with a great service and a great product. The character of the founder of Jack Daniel’s is very important part of the brand advertising. Jack Daniel was always described as a colorful character, who gave Lynchburg a sense of spirit that “couldn’t come from a bottle”. He wanted to create a whisky that he would be proud to sell and proud to drink.

Jack liked to say: “Every day we make it, we’ll make it the best we can. ” Market immersion Authentic brands maintain that they don’t do market research or seek consumer input into new products. All the innovations said to be generated from consumers trends and lifestyle. (Beverland, 2009). Jack Daniel’s is trying to follow new trends as innovations are very improtant in this indsutry, however we can notice that the brand is very protective. “They’re putting enough new products out there for loyal customers to try something new without leaving the fold” (Drummond, 2008).

Tennessee Honey is one of the boldest new initiatives from Jack Daniel’s over the past 25 years, and one of the riskiest. However they put a lot of effort in introducing the product as innovative but distinctive and authentic at the same time. They captured it in the phrase “A little bit of honey, a whole lot of Jack. ” Being at one with community Authentic brands draw significant energy from the connection to the place, time and cultural space. “Authentic brands may operate globally, but they never forget the local. (Beverland, 2009) They deeply care about the communities and play up their relationship to nation, region, industry, culture, and subcultures. Jack Daniel’s helped seed the local school into becoming one of the region of Tennessee most respected community colleges. It continues to grow and be a vibrant part of the region. The company also contributes to the state’s quality of life with numerous contributions to various charities and was one of the first companies in Tennessee to help get the National Medal of Honor Museum off the ground in Chattanooga. Another example of connecting with the communities is the now famous Jack

Daniel’s barbecue competition dates back to the 1980s. Indoctrinating staff into the brand cult “Since consumers desire connections with people as passionate as they, build- ing personal connections between the staff behind the brand and the brand’s story is a critical way of enhancing authenticity and providing an important point of differentiation” (Beverland, 2009). Authentic brands recognize the importance of people policies in developing the brand: they take care of employees, create an atmosphere of respect and encourage them to challenge and innovate.

Jack Daniel’s to ensure that employees around the world understand the brand experience from the inside, brings them to Lynchburg in small groups for an experience it calls Camp Jack. Over several days the participants learn the legend and lore of Jack Daniel’s up close, including a day working in the distillery. The maind goal of Camp Jack is to get a good understanding of authenticity of the brand. One of the most special parts of Camp Jack is the bestowal of nicknames on the participants in a ceremony on Barbecue Hill, site of the annual Jack Daniel’s Invitational barbecue contest.

Nicknames are a symbol of friendship, an abbreviated story, and, as it turns out, they’re part of the lore of the Jack Daniel’s brand. Conclusions The case of Jack Daniel’s is a great example of how brand builds its authenticity. We can identify all Beverland’ habits of authentic brand in the strategy of Jack Daniel’s. We can say that the brand Jack Daniel’s is build upon the authenticity: from the traditional way of whisky distillation to traditional advertising. We can ask the question: how fake is building a brand authenticity, is it still authentic then ?

However in case of Jack Daniel’s they give us a feeling that a brand is truly authentic. “You always knew where you stood with Jack, he was the real deal, there was no pretence” – says Gus Griffin, global managing director of Jack Daniel’s . The brand puts a lot of effort in sticking to the roots and traditions. We can say that they found a way how to stay current by remaining authetntic. While introducing new products to the market, such as: Tennesseey Honey or Jack Daniel’s barbeque sauces and marinades they emphasize the presence of the spirit of Jack himself- as they still use the same way of production as he id, even if the products are innovative. The idea is to remain a Jack Daniel’s person, even when you are not actually drinking the Jack Daniel’s. However we can find negative opinions about new, authentic Jack Daniel’s campaign – specifically about using social media tools- a Facebook app. Some people see conflict and find it the most inauthentic thing the brand could do. I don’t agree with that opinion. Jack Daniel’s is using the most relevant current media. And why not distribute the posters in electronical way as well?

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