Protection: The 5th P of Marketing

Authenticity. A word that although easily understood by brands is actually harder to define, particularly when viewed through a customer’s lens. Not that any confusion exists with shoppers. For them, authenticity means legitimate, original, and genuine – qualities which in today’s unstable world are becoming inseparable from any business’ long-term aspirations.

At Incopro we’ve witnessed the impact on businesses when they lose control over how their brand is experienced online. We’ve seen how issues ranging from poor quality counterfeit products and phishing scams, to inappropriate brand associations and expired campaign assets all contribute to an erosion of trust. And we’ve seen how fast bad actors and criminals – using your brand to secure their own financial success – are able to exploit any weakness.

Marketers and other business leaders are beginning to recognize the need to take steps to protect their brand’s authenticity. They know that even the worlds most successful brands struggle to generate value and deliver truly outstanding experiences for their consumers if they’re not trusted. That’s why a new 5th ‘P’ of marketing – Protection – is required.

Share this content

Threats to your authenticity

79% of consumers say it is either very or extremely important for brands to feel real and authentic*.

But creating an aura of authenticity today is easier said than done. With counterfeiters, imposters and copycats operating in every corner of the internet, consumers are understandably wary of trusting online interactions.

Particularly alarming to brands is the fact that 61% of consumers state that coming across a fake website alone would cause them to doubt or avoid a brand in the future*.

*Incopro Consumer Research, November 2020

Protecting your authenticity

69% of consumers believe that brands are responsible for protecting consumers from fake versions of their products sold online*.

While 71% believe that brands should be doing more to protect them from brand impersonation and phishing attacks*.

Introducing Protection as the 5th ‘P’ of marketing really comes down to helping brands be ‘authentic everywhere’. And as marketers expect ever more returns from their brand building exercises, protection has become vital for getting the most out of these investments – while also maintaining consumer trust.

*Incopro Consumer Research, November 2020

Share this content

The 5th P of Marketing – consumer research report

Why protecting brand authenticity has become the new 5th ‘P’ of marketing

Losing customers is obviously bad enough, but losing trust and a sense of the authentic can also impact on many of marketing’s day-to-day activities. For example, even loyal customers will turn off to a brand’s message following a fake interaction; with 21% of consumers prepared to stop using their preferred brand if they come across fake or out of date content.

Download the consumer research report to learn how to build and protect your brand’s authenticity online. Inside, you’ll find:

  • Key research insights – what brand authenticity means to consumers
  • A step-by-step guide to building brand authenticity
  • A list of tools you’ll need to protect your brand’s authenticity

Request a Threat Landscape Analysis Report

Find out you can harness technology to protect your brand's authenticity from imposters, copycats, and counterfeiters. Request a Threat Landscape Analysis Report today.

Blog resources

Cooking up some brand authenticity: the key ingredients

Authenticity and trust are qualities that are virtually impossible to fabricate. Instead, they emerge from the collective actions, passions, and purpose a company exhibits. Learn the six key ingredients to build an authentic experience for your consumers.

Why brand authenticity matters now more than ever

Authenticity is fast becoming one of your company’s most valuable and fragile assets. Learn how to minimize negative association from copycats & impersonators and build robust defenses online.