In the 1980s, Coke was losing ground to Pepsi due to the successful Pepsi Challenge campaign. Coke decided to change it’s recipe and release “The New Coke” to attempt to stay relevant. It only took a few weeks for them to scrap the new flavor all together and go back to its original formula. As they stuck to their original formula and kept their authenticity, the were able to play the long-game and reaped the reward. Today, Coke is one of the top 10 brands in the world. Pepsi is not on that list.
Marketers are working around the clock to try and capture the attention of as many people as possible. They will do what it takes, sometimes even attempting to be someone they are not, just to get your attention. Many lack authenticity. Let’s take a moment and define what authenticity is.
Authenticity is being the best version of you (self or business) as directed by your guiding principles. Whether that is Coke sticking to their classic flavor, or Apple not making touch-screen laptops because they felt it goes against what they believe, authenticity is not about getting the next sale… It is about the long-game and offering consistent core authenticity to the public.
If you were to buy a Coke anywhere in the world, you would know what flavor to expect. Sure, they offer other coke products in other countries as well. But classic Coke will always be classic Coke.
Is Budweiser the best beer in the world? Many would argue “no”. Yet, it is still one of the top beers in the world because its message and taste are the same everywhere you go.
The consumer wants consistency and authenticity. They need to know who you are and why you do what you do. Without it, or a lack of consistency, the company seems fake… and people don’t like what they perceive as fake.