Authenticity in Retail Brand Stories

The Future is fake. Will your brand be too? MANGO is apparently the first major retailer to replace real models with Ai. Impressive, right? Faster, cheaper, and trendier. But is it better? While everyone races to generate more, faster, more and faster and more and faster...something crucial is getting lost. Reality. Emotion. Trust. People don’t fall in love with pixels. They connect with real. Real faces. Real texture. Real imperfections. Just like Dove did. They launched the Real Beauty campaign in 2004. No retouching. No models. Just real women. And the results? → Sales jumped from $2.5B to over $4B within 10 years. → Campaigns like Evolution (2006) generated $150M+ in media exposure from just a few million in spend. → Real Beauty Sketches (2013) became the most-watched ad ever at the time over 163M views. → Dove is now one of Unilever’s top-performing brands, growing twice as fast as the rest of the portfolio in key markets. → The Dove Self-Esteem Project has reached 82M+ young people globally, embedding purpose into scale. This wasn’t just good vibes. It was good business. They turned authenticity into a competitive edge, and billions in brand value. And this will become increasingly relevant in a Ai driven world... AI can generate content. But it can’t generate connection. In a sea of AI sameness, human brands will be the ones we actually remember. Let’s not forget: Visibility is easy. Anyone can make Ai stuff. But not everyone can be memorable...

Your product tells a story. It's not just about what it does, but what it represents. I once worked with a brand that made outdoor gear. They could have focused solely on technical specs and durability. Instead, they chose to highlight how their products enabled people to connect with nature and find peace away from modern stresses. This approach transformed their entire customer experience. Product descriptions went beyond features to paint a picture of serene campsites and soul-nourishing hikes. Imagery showcased real people using the gear in breathtaking natural settings, not just studio shots. Even their packaging told a story, using recycled materials and including notes about environmental conservation. Every touchpoint reinforced their mission of fostering a deeper connection with the outdoors. The key is authenticity. Your product should be a physical manifestation of your brand's values and purpose. When done right, it becomes more than just an item - it's a vehicle for the change you want to see in the world. Look closely at your offerings. How can they better embody your mission? What story are they telling your customers? Make your products a tangible expression of your brand's ethos, and watch as customers connect on a deeper level.

Some collabs feel like marketing. This one feels like magic.... I’m obsessed with connected thinking, the ability to tell a story that flows seamlessly across every touchpoint, remaining consistent yet always relevant. And Levi Strauss & Co. x Toy Story 30th anniversary is exactly the kind of campaign that makes me stop and take notes. From the moment you see the collection, it’s clear: this isn’t just about denim. It’s about storytelling in motion. Woody’s belt buckle, Andy’s handwriting on pocket bags, Jessie’s “Yodelayheehoo” embroidery, Saddleman graphics, all of it transforms apparel into narrative, turning every jacket, jean, and accessory into a wearable Easter egg for fans and collectors. It’s playful, it’s tactile, and it’s instantly shareable. Step inside the pop-ups, and the story expands. Andy’s toy box comes to life in Shanghai and beyond, DIY Woody and Jessie keychains, interactive displays, music, and experiences that turn retail into a playground. Every surface, every fixture, every interaction reinforces the collection’s core narrative, blending Western authenticity with childlike wonder. Online, the story continues. Campaign imagery, social content, and influencer activations mirror the tactile, immersive experience in-store. Limited-edition packaging, gifts-with-purchase, and even collectible Mattel, Inc. toys (A Woody doll in Levi’s!) extend the narrative beyond the physical space, inviting fans to participate, document, and share. The story doesn’t end at checkout, it lives in every photo, every post, every unboxing moment. What makes this collaboration exceptional is how it connects every dot, product, retail, social, digital, influencer, and experience, into one cohesive, joyful, and unforgettable narrative. It’s immersive, it’s playful, it’s culturally relevant, and it proves that thoughtful storytelling isn’t just a marketing strategy, it’s a brand’s superpower. For me it shows what happens when brands stop thinking in silos and start thinking in stories. The result? A campaign that doesn’t just sell, it speaks. A narrative that doesn’t just live on social feeds, it lives in real life. And a collection that doesn’t just outfit, it pulls you into a world of imagination, nostalgia, and delight. The lesson for brands is simple: build worlds, not campaigns. Make people part of the story. Engage senses. Connect touchpoints. And never forget, the most memorable experiences are the ones that make you feel like a kid again. Yee-haw! ________________ *Hi, I am Tim Nash. I help global brands build connected campaigns that resonate across every touchpoint. 🚀 #ImmersiveMarketing #BrandActivation #CreativeCollaboration #DigitalAndPhysical #RetailTheatre #ExperientialDesign #StorytellingInAction #MarketingInnovation #InteractiveCampaigns #CultureDrivenBranding Pixar Animation Studios The Walt Disney Company

Successful South Korean brands like K-beauty giants Innisfree and Laneige didn't conquer the global market with trendy products alone. They won hearts by diving deep into local cultures. 💡 The Insight: Culturally relevant ads increase engagement by 25% (Source: IPG). By embracing cultural nuances and everyday struggles, these brands created value that resonated globally. 🤔 Reflect on this: 1️⃣ What cultural currents are you ignoring in your marketing strategy? 2️⃣ How can your brand speak to the unspoken desires of your audience? 3️⃣ What local stories can you tell to resonate globally? What Indian Brands Can Learn from K-Beauty? 📖 👉 Don't just export products, export cultural relevance: Transcend transactional sales by embedding your brand in local culture. Adapt products, packaging, and messaging to resonate with regional tastes, traditions, and lifestyles. 👉 Tap into the aspirations and values of your audience: Uncover the hidden desires, hopes, and fears of your customers. Craft messaging that speaks to their emotional needs, validating their identity and amplifying their voice. 👉 Authenticity beats advertising: Ditch scripted marketing narratives and embrace genuine storytelling. Share your brand's purpose, struggles, and passions to build trust, credibility, and loyalty with your audience. 💡 Tips for Indian Brands: ✅ Study the cultural context, not just consumer data: Look beyond demographics and sales trends. Analyze local customs, traditions, values, and nuances to craft resonant messaging that respects and reflects the cultural landscape. ✅ Collaborate with local artists, writers, and influencers: Partner with creative voices who intimately understand the local culture. Their authentic perspectives will enrich your branding, content, and messaging with subtlety and depth. ✅ Focus on empathy-driven storytelling, not just product feature: Shift from touting features to sharing human stories. Highlight how your brand solves real-life problems, validates emotions, and enhances experiences, forging a deeper connection. 👍 Benefits for brands: 1️⃣ Increased cultural relevance and credibility 2️⃣ Improved brand affinity and loyalty 3️⃣ Enhanced storytelling effectiveness. Invest in cultural immersion to create brand value that transcends borders. Your customers will thank you. #marketingstrategy #thoughtleadership #thethoughtleaderway

"How do I trust again? Where do I even go now?" These are the questions many Black consumers are asking as DEI initiatives roll back and brands quietly shift priorities. Earlier this week, I introduced the MI Authenticity Framework—a methodical approach to helping brands build trust and long-lasting relationships with Black consumers. At its core? Authenticity. But why does it matter? For years, brands have used the word "authenticity" so much it’s lost meaning. Yet, in my research and conversations with Black consumers, I kept hearing the same thing: disappointment and skepticism. Black Americans have an abusive relationship with corporate America. We get promised change and products that meet our needs. We’re told we’re valued. Then, when the headlines shift, the money dries up, initiatives get cut, and representation disappears. Take Target’s rollback—Black consumers poured their dollars into the brand when it committed to Black-owned businesses. Now? That trust feels misplaced—again. It’s not just about money. It’s about trust. When asked to name a truly authentic brand—one that consistently shows up for Black consumers—most people struggled to name even one. And that says everything. Brands that get it right do three things well (as stated by Black consumers themselves): 1)Make consumers feel S.E.E.n – Create Safe spaces, show Empathy, and Elevate Black voices—not just in marketing, but in decisions that matter. 2) InVEST – Authenticity isn’t a one-time campaign. It’s about consistent investment—financially, with resources, access, and engagement that proves long-term commitment. 3) EmPOWER – The most authentic brands empower Black consumers by creating real opportunities—not just selling to them but uplifting them. Brands willing to commit to genuine, sustained change have an opportunity to build real loyalty. 💡 Ready to rethink how your brand earns trust? https://lnkd.in/ggaJVvPR  

When a brand forgets who it is, the customer never forgets. The Cracker Barrel controversy proves it. On the left: the iconic, rustic logo that for decades symbolized comfort, tradition, and Southern hospitality. On the right: the new stripped-down mark — modern, minimalist, clean… and to many, unrecognizable. Here’s the problem: they didn’t just change a logo. They disrupted an identity. We’ve seen this story this earnings season: • Target drifted from what made it special and is now adrift. • Walmart doubled down on its identity of value — and delivered one of its strongest quarters. • Now, Cracker Barrel shows how fragile identity really is. A logo, a remodel, even a menu tweak — these aren’t surface changes. They are signals of character. They tell customers who you are, what you stand for, and why they can trust you. Consumers don’t just buy a product. They buy the feeling of knowing exactly what they’ll get when they walk through the door. By modernizing for mass appeal, Cracker Barrel risked cutting the tie to the very essence that made it beloved. And once you lose that essence, it’s very difficult to get it back. 👉 Identity isn’t marketing. It’s the soul of the business. Lose it, and you lose your most important asset. #BrandIdentity #RetailStrategy #Leadership #ConsumerBehavior #EarningsSeason #Marketing #Trust #CrackerBarrel #Target #Walmart

“Authenticity” isn’t a strategy. It’s the result of actually knowing who you are. This cartoon nails the problem: Too many brands throw around words like: ✅ “Transparency” ✅ “Genuine connection” ✅ “Honest storytelling” …but when asked what makes them authentic? — it’s crickets. Because you can’t outsource identity. Authenticity isn’t a buzzword to bolt onto your campaign. It’s a byproduct of: ✅ Clear values ✅ Consistent behavior ✅ Real stories from inside your business If your team can't answer, “What makes us authentic?” in one breath… You're not ready for a rebrand—you’re ready for reflection. Takeaway: Don’t brief your agency to “make you authentic.” Instead, become the kind of brand that doesn’t need to say it. 💬 What makes a brand truly feel authentic to you? Let’s discuss. ♻️ Repost if you’ve ever heard “we need to sound more human” in a boardroom. Follow Tom Wanek Wanek for more brutally honest takes on branding and messaging. Image credit: Tom Fishburne, The Marketoonist

Authenticity and the Two Stories. The subject of authenticity often comes up in story work. Makes sense; none of us wants to be seen as inauthentic. Here’s how I think about authenticity. Every time you step forward to tell a story, the audience is checking you out. We’re evaluating: “What is this person’s deal? Do I trust what you’re saying? Does the teller seem authentic?” Most of this happens subconsciously. (We also do this analysis with brands and institutions.) I think of “authenticity” in terms of two stories that are happening simultaneously: the espoused story and the perceived story. THE ESPOUSED STORY 👍🏼 You, the speaker, put this story forward. You say it with your words. This is the “telling.” 👍🏼 In sense making / epistemology this is called “the text.” THE PERCEIVED STORY: 👍🏼 This is the story that the audience brings to the exchange. 👍🏼 It lives in our heads, invisible. 👍🏼 It is built on what we sense in the moment, but also historical experience that we bring. 👍🏼 Some of this is conscious, but most of it emerges at the level of unconscious / emotion / intuition / neuroception. And so “authenticity” is a judgement we make when your espoused and our perceived stories overlap: “yeah, what you’re saying aligns with how I experience you.” But when the espoused and perceived stories don’t line up, we conclude the storyteller is inauthentic. This is a bad place to be. We lose the audience. The greater the distance between the espoused and perceived, the stronger the reaction. If you perceive that I’m trying to “spin” a story that bears little resemblance to your perception, you’ll feel manipulated. The response can be rage. For a case study, see American political discourse. MORE TAKEAWAYS: ⭐️ There is a circular loop of mutual influence between the espoused and the perceived, where each can move the other. It’s complex. ⭐️ When done skillfully, your espoused story becomes an invitation for the audience to willingly update their perceived story. This is where the magic is (and is the focus of my work.) ⭐️ Yes you can seek to move the perceived story in more direct ways. Doing so is a multi-billion dollar industry. (When I worked in advertising, that was my job.) This process can be fraught with problems. ⭐️ You have much more influence over the story you tell than the story they bring. For individuals and groups this is where your leverage is. ⭐️ The more liberties you take with the details of your story, the greater the risk. When the audience calls you out and says “hey, that’s not true!” that is an expensive tax to pay. ⭐️ Bottom line: Tell your true story. Don’t make crap up. What thoughts does this trigger?