I recently saw a documentary called H2Oil at the Bloor Cinema in Toronto. At the end of the documentary, people seemed so agigated and involved in the message being conveyed in the movie that I began to think – do these people really care about these issues or have we as a society (given today’s conditions) returned to the old model where anything rebellious and anti-mainstream culture is considered cool? I’m tempted to choose the latter, unfortunately. But there is a brighter side to this observation – as long as your product/service has a strong counter-cultural significance (and is authentic), you have a better chance of making that emotional connection with your audience.
Aug 09
17
Authenticity is now a counter-culture!
I’ve spent the last couple months chatting heavily with people I meet about Authenticity. I’ve finally drawn some conclusions. Its now time to share.
Mainstream culture today readily accepts the unauthentic. Just look at the countless number of airline ads or hotel ads that constantly talk about providing a great experience. Then remember the number of times you’ve been frustrated in dealing with these very companies!
Similarly, think back to the growth and success of the game “Second Life” or to the differences between your own facebook and LinkedIn profiles.
Dove's award winning Evolution Campaign
An ad for Axe Deodorant
Just as William J. Levitt started churning out affordable suburban homes in the post WW2 era, companies today are churning out products and services that lack real authenticity. So much so that some brands are taking it a step further and poking fun at their own lack of authenticity.
So, in essence, the counter-culture today belongs to the REAL AUTHENTIC. So what makes you REAL? Well, for one, the real authentic doesn’t claim to be authentic! It just shows… . Here are a few ideals that I think could lead to a lot of success in today’s environment (provided it adhere’s to your values of course!).
SIMPLICITY – Keeping it real, simple and transparent.
MINIMLISM – a No-Frills attitude.
GROUNDED VALUES - having values that are real, open, grounded and adhered to!
NATIONALISM – Globalization was the Mantra until about a year ago, before sh*t started hitting the fan on Wall Street. Today its more about Nationalism – Canadian companies fighting their bigger stronger American counterparts are bound to get more support!
Posted in Marketing Commentary by Ujwal Arkalgud. 2 Comments