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Skincare brand ecostore has been crowned New Zealand’s most authentic brand according to research conducted by branding agency, Principals, and analytics firm The Navigators.
The Brand Alpha 2019 Top 20 Most Authentic Brands report graded brands on four key drivers of authenticity – visibility, value, vitality, and virtue.
“We are thrilled that consumers have chosen ecostore as the most authentic brand in the New Zealand market,” Jemma Whiten, ecostore’s director of marketing and digital, said in a statement.
“We believe authenticity is key to growing a purpose-led brand in a highly competitive marketplace. Our purpose is to make the world a safer place, one person, one home at a time.
“This sits firmly at the centre of our brand’s vision and informs every business decision.”
Electric car manufacturer Tesla led the report in 2018, but after a year of negative press for both the brand and its founder, Elon Musk, the business saw the largest drop in the survey – falling from first to sixth place.
Scooter brand Lime took second place, while clothing company Icebreaker rounded out the top three.
Despite not having launched a single store in the country, furniture retailer Ikea was named in fourth place.
Principals’ founder and planning director Wayde Bull noted that the results confirm the fragile nature of brand leadership in modern times.
“Just three of last year’s top five brands retain their op tier status; ecostore, Icebreaker and Lewis Road Creamery,” Bull said.
“Two new upstart brands, Lime and Ikea, join the top five, proving that perceived creativity and momentum now drive market cut-through as much as deep familiarity and a long and steady track record.
“For Ikea to debut in the top five without yet being open for business locally demonstrates the critical importance of novelty and category-breaking thinking to cut through jaded customers today.”
Bull noted that ecostore’s rise can be explained due to its growing visibility and sense of “winning momentum”, while maintaining its lead on virtue factors.
“It’s a brand that feels in tune with our times, having a strong ethical strance, strong declared beliefs and a sense that it cares about more than just making money,” Bull said.
“It’s a brand that enables caring Kiwis to act upon their environmental concerns in a practical, everyday way.”
