Yale research examines authenticity as a brand driver

Authenticity has become a marketing buzzword, but often lacks a clear definition among brand custodians and consumers alike.

What motivates consumers to seek authenticity? How do people even define authenticity?

George Newman, an Associate Professor/Marketing and Management at the Yale School of Management, spends his work days focusing on not just what is real, but on precisely these types of questions.

George Newman, Associate Professor/Marketing and Management, Yale School of Management

And, as he told an opening-day audience at the Association of National Advertisers' (ANA) Masters of Marketing Conference, there's a powerful lesson for brand stewards in art history – and, specifically, from one of the better known cases of art forgery in the 20th Century. The painting...

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