Make Marketing History

The views of a marketing deviant.

Tuesday, September 19, 2006

Authentic Authenticity.

Against what do you measure authenticity? Someone can seem passionate and real in comparison to the mediocrity of the mass-produced, but is that genuine? Food labelling that states organic or barn-raised means something authentic to the reader but, legally speaking, it could mean something different, less authentic and designed to conform a certain quality to a certain price point.

Does that matter? Is your business all about genuine authenticity or being good enough for your customers? Do they want to deal with a confident business that will deliver every time or one that is constantly asking whether it was good for them?


Blogger david armano said...

I used to love the word authentic until we marketers (myself included) hijacked it.

Now I'm wondering if we can use other words that haven't been tainted yet. Like sincerity. That's a good one. For now...


9:29 PM, September 26, 2006  
Blogger john dodds said...

if you can fake that, you've got it made!

4:45 AM, September 27, 2006  

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