Marketing should strive to create "the authentic brand"

Marketing is moving away from trying to make consumers love the brand and towards companies loving the consumer instead, the basis of a new book, "The Human Brand," by Chris Malone and Susan Fiske. The book encourages companies to focus on the company, not simply the brand, and offer consumers both warmth and competence. However, Ad Age columnist Al Ries suggests that marketers should focus on the relationship between your brand and other brands in the category. "The first brand in the category to get into the mind is perceived by consumers as 'the authentic brand,'" Ries wrote.

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