From small beginnings in 1995, Principals is now a leading trans-Tasman brand strategy, identity and language agency. Our team of 35 branding professionals brings together many skills, much experience and a great deal of passion for creating authentic, engaging brands. We create brands people can believe in We believe that consumers are drawn to brands with a distinctive story, an original edge, and a genuine ability to deliver what they promise. In other words, to be successful, brands need to be grounded in a strong idea – and able to express it in everything they do. They need to be consistently authentic. What success looks like In partnership with Brand Navigator, we’ve explored what authenticity means to consumers – and created a landmark league table of Australia’s most authentic brands. Those brands viewed as highly authentic enjoy a greater share of business from high value customers, and a greater number of customers willing to recommend their brand – a critical success measure in the age of social media. Making your brand more authentic For more information on the study, or to find out how we can make your brand more authentic, please get in touch.