The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 530. Building Authentic Brands
Sep 9, 2025
Tessa Misiaszek, co-author of Branding That Means Business and head of research at the Korn Ferry Institute, discusses the integration of organizational culture with brand authenticity. She emphasizes how aligning internal values with external promises builds consumer trust. Tessa explores the role of empathy in understanding customer needs and effective marketing strategies. The conversation also covers the necessity of transparency in branding, using examples like Patagonia to illustrate how organizations can deeply connect with their audiences.
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Brand Is A Leadership Responsibility
- Brand authenticity requires alignment between internal culture and external promises.
- Leaders must own brand strategy, not relegate it solely to marketing.
Treat Brand As A Strategic Asset
- Treat brand as an asset within your marketing strategy, not as the entire function.
- Use brand positioning to add value through messaging, identifiers, and experience.
Values Drive Modern Brand Loyalty
- Younger consumers choose brands that reflect their values and personal identity.
- Transparency and lived values drive trust and long-term loyalty, even during imperfect journeys.
