Of all of the brand pillars we talk about, one of the most important is tapping your brand’s authenticity. Find what’s genuine and true about your brand, then celebrate this in all you do, especially your advertising. If what your brand is saying or showing doesn’t come across as authentically true, the consumer is going to sense it. They may not come right out and say “x brand’s advertising isn’t authentic,” but in the way back of their subconscious mind, they are probably feeling just that. These are just a few examples of print ads we’ve come across recently that either nail a brand’s authenticity or miss.

Above: Levi’s “This Country Was Not Built By Men in Suits.”

Levi’s has been struggling (unsuccessfully in my mind) for decades to find their voice in advertising. Finally – FINALLY – I think they’ve gotten it right. They’ve managed to tap their true roots (hard-wearing jeans for the hard-working pioneers that founded the Western US) and they’ve done it in a stylish, hallelujah kind of way. My subconscious is nodding its head YES.

Above: Cole Haan and Maria Sharapova

Maria Sharapova? Cole Haan? Wha? I think Cole Haan is digging a little deep with this collaboration. This luxury shoe brand with roots in practical men’s footwear just does not fit comfortably for me with this Russian tennis star. Maria is pretty and frilly, and one helluva tennis player, but none of these have anything to do with Cole Haan’s rugged, hand-sewn, honest footware heritage. My subconscious doesn’t like it. Looks to me like a “bolt on” – someone at Cole Haan is either a big tennis fan, or knows Sharapova’s agent. I know some will disagree with me on this one, but for me this pairing doesn’t work.