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The Value of Brand Authenticity

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Top MBA candidates often cite brand or general management as a target career path.

As part of the recruitment process, students interested in those fields frequently consider which firms promise the greatest career growth, provide the best compensation, or value marketing as synonymous with general management rather than as a mere support function. While these are important questions, students should also be careful to consider the following, less frequently posed question: which firms live their brand?

  • By Keane Sanders
  • November 19, 2020
  • Diversity

The importance of this question was on display at the Kilts Center for Marketing’s recent “Marketing for Good” event, in which speakers Professor Pradeep Chintagunta, Scott Uzzell, ’98, President & CEO, Converse, and Chipo Nyambuya, Director at Loyola School of Law and Founder of Virgil LLC, explored how the perceived authenticity of a company’s statements in response to the Black Lives Matter movement impacted consumers’ reactions to those companies. Statements that elicited negative responses were often seen as inauthentic, whereas positive responses often resulted from those statements perceived as aligned with a company’s brand—for example, where the statement was part of a more comprehensive Diversity, Equality & Inclusion (DEI) strategy or followed by financial commitments. The need for brand authenticity with respect to social issues only continues to increase as consumers ever more frequently expect their favorite brands to take a stand on questions of social justice.


Unlike in past generations, modern companies have no choice but to adopt a stance on social issues. This puts all companies in a vulnerable position, but especially those for whom DEI is not an established value. These companies are most at risk of making a statement that could be perceived as inauthentic, potentially harming their reputation and alienating their consumers. In summary, the confluence of increased social justice activism, with increased consumer demand for companies to express social justice positions, has dramatically elevated the importance of brand authenticity.

Weekend MBA student Keane Sanders

"The need for brand authenticity with respect to social issues only continues to increase as consumers ever more frequently expect their favorite brands to take a stand on questions of social justice."

— Keane Sanders

The question the speakers explored was, how does a firm achieve brand authenticity? Firms must ensure alignment between their public statements and their internal values and practices. As Scott Uzzell noted, “The first thing that a firm should monitor is what they stand for as a brand…what is happening with their employees, suppliers, and shareholders.” Only after earnestly assessing their internal values can a firm confidently issue a public statement knowing that what they say is consistent with what they do.

As a senior brand manager at Procter & Gamble, I can attest to the value of brand authenticity not only in the context of social justice or business growth, but also with respect to the development and fulfillment of a company’s employees. Whether through its willingness to confront toxic masculinity in its “We Believe” campaign, the continuous improvement of its DEI strategy, or its stance on the BLM movement, I am proud to work for a company that lives its brand.

Firms that live their brand believe that their people are their greatest asset and focus on the well-being and development of their employees through robust training programs and mentorship. As Uzzell stated, “If you say you're for all of your employees, it is your responsibility to take a stand and back your team.” In my experience, the firm culture that results from these characteristics enables a rapid sense of business ownership among all employees. This in turn drives professional and personal growth along with career fulfillment.

Keane Sanders

Weekend MBA student

Keane Sanders

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