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Media Matters: Podcasting, Vidcasting and other Online Media Tools, Tips and Trends » Blog Archive » Authenticity: The Authoritative Source

Authenticity: The Authoritative Source

Authenticity book image

When you’re talking about authenticity, you really have to namecheck Joe Pine and Jim Gilmore. Their latest book is called, of course, Authenticity: What Consumers Really Want. It’s a great read, and they’ve got a nicely-designed website and blog to go along with it.

Today’s cry for authenticity is really about staking a claim against the advertising, PR and marketing models of the past, oh, century. The reason being, they’ve stopped working. We’ve heard something advertised as FREE! for so long, the word has lost its meaning. We know now that FREE! really means, “we’ve found a way to stick you with the price, and more, somewhere along the line.” I remember the first time I got roped into one of those record club deals, when I was 15, and got stuck buying a bunch of cassettes by Taco and 38 Special that I didn’t want. I learned my lesson, and since then I’m wary of things marked FREE!, same as we all are.

The same thing goes for much subtler branding strategies. We’ve become highly-attuned sensors of graphic design, and we’re able to sense when a Yelp review is written by the person who owns the restaurant. The only way to really reach people today is to be yourself, to let your company/non-profit/etc. tell its own story. Pine and Gilmore delve deeper into the meaning of authenticity- check out their site and the book.

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