Brands and Authenticity

A recent survey by Cohen & Wolfe asked a sample of U.S. consumers to name the country's most authentic brands. Authenticity is not just about the brand's heritage--it's also about the brand's commitment to innovation.

At right, the logo of the #1 brand on this list of most authentic.

Recognize it?

Hint: You'll see it on boxes shipped by this retailer.

Answer: Amazon.

After Amazon, the most authentic U.S. brands as ranked in this survey were:

2. PayPal (financial payment services)

3. Burt's Bees (skin care and more)

4. Crayola (crayons, markers, and more)

5. M&M's (chocolate candies)

An interesting mix of tangible goods and intangible services, don't you think? And an interesting mix of legacy brands (Crayola, M&M's) and tech-fueled brands (Amazon, PayPal).

Crayola Leverages Its Brand

Everybody remembers coloring with Crayola Crayons...the brand name and its colors are iconic. And that's why Crayola is licensing its brand for all kinds of imaginative products.

For example, you can color your nails with Crayola's latest brand extension (above), mini-nail polish in vivid colors like robin's egg blue and cotton candy pink. Or you can temporarily streak your hair with Crayola Hair Styx, with a three-pack of colors for streaking (Wild Blue Yonder, Electric Lime, and Razzmatazz) or Hi-Lights in two colors (Jazzberry Jam and Blue Bell). Or clip on colorful Crayola hair accessories.

Crayola has teamed up with Mattel to use brand names like Hot Wheels and Barbie on art supplies and markers with Crayola's crayon names. Coming soon: baked goods with Crayola Crayon colors, to be launched in 2013.

What's next for Crayola?