Being Authentic

Research in Motion (RIM) recently changed its name to BlackBerry (makes sense) and introduced Grammy Award winner Alicia Keys as BlackBerry’s new Global Creative Director (huh?). Apparently, Keys will lead the charge of enhancing entertainment consumption and distribution for BlackBerry. The reality is that she’s more likely a prop intended to boost BlackBerry’s perception among younger consumers. To me, this announcement seems contrived, especially because it’s been done before (remember Intel and Lady Gaga?). And if consumers agree with me, then that’s not good news for BlackBerry because, in today’s market, companies must be authentic to gain consumer trust and, consequently, their dollars.

In this issue, CGT brings you stories from companies that are getting authenticity right. In the cover story, you’ll find out how the Campbell Soup Company transformed its innovation and marketing strategies based on insights collected from in-person, meaningful conversations.

“In this time of immense change, we must focus on strengthening our relationship with our existing consumers and establishing a connection with new ones,” says Charles Vila, Campbell’s vice president of Consumer and Customer Insights.

You’ll also read about the development and launch of Nestl’s BabyNes system, a breakthrough innovation for that authentically fills a mother’s need to meet the evolving nutritional needs of her infant “when breastfeeding has finished”.

While the theme of this issue is Innovation Best Practices, we hope that its stories send another important message: Be authentic, be genuine, be real, be original, and consumers will come to you.