The Need for Authenticity
"Ad campaigns in the past have attempted to create a sense of authenticity in ways that ultimately devalued “the venerable principles they were meant to reflect. And ‘authentic’ morphed into ‘inspired by authentic things’ — in other words, things that are blatantly inauthentic, like ‘vintage’ rock T-shirts.” So argues Linda Ong, president of Truth Consulting, in a recent AdAge article. As she notes, this sort of faux-realism just comes across as pandering now; like a knock-off of the genuine article.
Ong suggests that a company “needs to understand the culture. …Culture, like a brand, is a living, breathing ecosystem that requires constant monitoring and evaluation as it adapts and changes. When your brand is able to answer “Why now?” at any point in time, you’ll be positioned to be a relevant, authentic and influential part of the culture.” Responding to the market’s desires authentically requires a deep knowledge of culture and of self (in the corporate sense). Only then can you and your team seize the opportunities in the marketplace for carrying out your corporate mission authentically."http://www.mtomconsulting.com/speak-language-millennials-personal-branding-need-authenticity/
Successful social media marketing is about authentic interaction that inspires advocacy for your products and services, yielding trusted recommendations that are more effective than other forms of advertising. This is true whatever the size of your business.http://www.theguardian.com/technology/2013/aug/12/engage-dont-broadcast-the-need-for-authenticity-in-social-media
How, then, do you win authentic advocates? Genuine and meaningful responses on social media are a great start, albeit with significant implications for how communications are organised internally. In other initiatives, there can be a fine line between positive interaction and going too far in enticing influencers.
The impulse towards self-improvement is deep-rooted, but too often there's a chasm between aspiration and reality. Set that chasm against the fact that 66% of consumers feel that the value exchange between consumers and brands is one-sided. Meanwhile, 70% feel that brands are motivated by a self-centered desire to increase profits rather than by a sincere commitment to their customers (Edelman, October 2014). In 2015, smart brands will look to flip that picture. Here's one approach, build your inevitable 'what to do with wearables in 2015' discussion around how wearable devices (and smartphones) can enable your customers to earn CURRENCIES OF CHANGE: personalised rewards*, incentives and discounts that help them overcome the inconvenience, cost or just the oh-so-human inertia that so often prevents self-improvement.
Some societal trends are caused by a single disruptive event (like 9/11), person (like Barack Obama) or technology (like the mobile phone). Other trends develop over the years – like a longing for ‘real’, as more and more aspects of life become fake or artificial. Most trends are interrelated and therefore overlap with others.http://www.trendsactive.com/#!/our-trends/societal-trends/
Although a smaller population than Boomers and Millenials, Gen X’s tendency toward affluence, technological savvy and brand loyalty make them unique characters in the marketplace. Generation X’s buying potential makes this demographic of consumers aged 35 to 54 a must-know for marketers.So what makes Gen Xers tick when it comes to TV advertising? New research from Nielsen shows that both men and women in this demo connect with everyday household and family activities. Unlike other demographics, such as Millenials, real-world situations and authenticity appeal most to consumers between 35-54.http://www.nielsen.com/us/en/insights/news/2012/reaching-generation-x-authenticity-in-advertising.html
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