Brand Authenticity with Dan Braker of Breakthrough Research

Intellicast

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1y ago 26:58

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Welcome back to Intellicast!

On today’s episode, we are joined by Dan Braker of Breakthrough Research.

Just a note, we recorded this interview in December.

Kicking off the episode, we learn a bit about Dan’s background and what led him to get into market research and start his own company Breakthrough Research. This leads to a discussion around design, and its importance, especially in marketing materials and market research reports.

Next, we talked with Dan about Breakthrough Research’s new Brand Authenticity Approach. It was built to measure the authenticity of brands, as well as spokespeople and others who may be associated with it. Measuring the authenticity of a brand means measuring if a brand is meeting its standards and values in the eyes of consumers. It tries to show if a brand is being honest, transparent, and acting on what they say they stand for.

Dan next talks about the results from the pilot program testing brand authenticity they ran earlier in 2023. Dan talks about how they found 3 of the top 4 most authentic brands were kid’s brands. He also discusses how in the top 20, there were several competitors that both ranked.

You can read the results by downloading the report here.

In the last part of the interview, we switch gears a bit and have some fun with Dan, and learn how he became a basketball fanatic.

You can learn more about Breakthrough Research by visiting their website: https://bthrough.com/

You can connect with Dan on LinkedIn here.

Thanks for listening!

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