Authenticity in the service of customers, the winning trait of Best Brands

The most effective special effects? Those that simplify the life of theconsumer in daily chores, even the most tedious ones related to, for example, laundry. That's the message from Samsung's new campaign for the Indian market. Forget immersive landscapes, emotional storytelling, sophisticated messages. What makes the difference is the proximity to the customer with respect to their everyday needs. In this way, too, the Korean giant with a global turnover of more than 200 billion dollars conveys the advanced use of technology - led byartificial intelligence - with the need for concrete effects in the experience of the connected consumer.

The storytelling of the campaign revolves around the performance of Samsung Bespoke AI Laundry for 'worry-free laundry' thanks to the Ai Wash technology, with which every fabric receives the best treatment without manual effort while reducing fabric wear and tear. "In today's fast-paced world, we are all looking forinnovations that simplify our lives," said Vikash Chemjong, Cco for Samsung's India region, which ranked number one in Italy on Best Brands 2025 authenticity ranking.

"We need to recoverauthenticity". This was also written by Anita Kunz, Canadian illustrator and author of the iconic New Yorker cover with the Mona Lisa covering her hyper-photographed face. On the other hand, in this conversational era, for the best brands, the distinction between satisfaction and indifference on the part of their public depends on their ability to generate empathy. But how to pursue this in a time of technological acceleration and with the relationship mediated by algorithms and machines? "The best brands do not see authenticity and innovation as conflicting elements, but as complementary forces. Authenticity is not synonymous with anchoring to the past, just as innovation does not necessarily mean loss of identity. Technological evolution and artificial intelligence in particular can instead enable brands to enhance their DNA, personalising the relationship with the customer or creating, for example, a storytelling that is not only more engaging and closer but also more interactive and immersive', says Giovanni Ghelardi, CEO of Serviceplan Group Italia, the company that promotes the Best Brands every year together with Nielsen-Gfk, a project supported by the founding partners Rai Pubblicità, 24Ore System, IGP Decaux, Adc Group and Community under the patronage of Upa.

Precisely for this edition, a special ranking on authenticity in relation to technology adoption was produced. "We have focused on a highly topical issue such as authenticity or rather Ai-authenticity. Starting from the awareness that artificial intelligence and new technologies are increasingly transforming our lives, we initially measured the authenticity of brands, assessing their transparency in the relationship withconsumers, the coherence between values and actions, the awareness of social and environmental impact, and the responsibility of their choices. Subsequently, direct feedback from consumers, we examined the ability to integrate thevalues in the use of new technologies," says Enzo Frasio, Managing Director Italy Nielsen - Gfk. After all, Best Brand's distinctiveness lies in its ability to analyse the market as a whole. Frasio is convinced of this. "Every year it is surprising to observe the dynamism that characterises the rankings. Best Brands are distinguished by their ability to create and maintain a privileged relationship with consumers, based on a strong emotional relationship that then translates into excellent economic results. Underlying this is the ability to adapt to changes in the real and digital world, while remaining authentic;

Meanwhile, the evolution of generative Ai has multiplied the presence of the organisation in the life of the connected consumer on a plurality of platforms, of devices, of environments. "But the best brands know that technology is only a tool: if it is not at the service of an authentic story and a true relationship with the customer, it remains sterile. Today, authenticity is a value in relations with the public: consumers reward those who communicate with transparency, even sometimes admitting imperfections. The most authentic brands know, for example, how to manage an open dialogue, even in crises. And then authenticity creates value in brand identity, without chasing ephemeral trends,' Ghelardi points out.