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The Authenticity Gap

Strategic tool for brand and reputation management

FleishmanHillard and Lepere Analytics have partnered to create a new research methodology to help companies understand and proactively manage the ‘Authenticity Gap’ – the gap between audiences’ expectations and their actual experience of a company or brand. The research identifies nine drivers that shape perceptions of a company. The drivers can be tracked over time to monitor the organisation’s current authenticity and momentum against key competitors.

Authenticity Drivers (full statements)

Management Behaviours
  • More committed to doing the right thing
  • Having more consistent and stable financial and operational performance
  • Communicating more frequently and credibly
Customer Benefits
  • Offering products and services that are better value
  • Taking better care of customers
  • Innovating new and better products and services
Society Outcomes
  • Taking better care of employees
  • Contributing to society in a way that has a better impact on my community
  • Taking better care of the environment

The nine driver framework is a proprietary methodology of FleishmanHillard, co-developed by Lepere Analytics and used under license.

Fleishman Hillard
Center on Reputation

#1 worldwide
thought leadership
platform 2013

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Nine Drivers

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Nine Drivers
Nine Drivers

The nine driver framework is a proprietary methodology of FleishmanHillard,
co-developed by Lepere Analytics and used under license

The Authenticity Gap



Momentum and the Nine Drivers




Nine Drivers

Competitive momentum chart