Post on 09-May-2015
description
Text
Authentic Communications With
Your MembersSEE 2010 Nashville
Jeff Kallay, VP Consulting “Apostle of Authenticity”
Brands are mirrors What is authenticity?
10 Tenets of AuthenticityKeeping it Real/Real
Discussion and Media ResourcesThere is no magic bullet
Manage the Expectations
Brands are Mirrors.
Branding only works when it’s authentic. We purchase on the basis of conforming to self-image.
What is Authenticity?
Watch the movie clip
March 13, 2008
Authenticity
“We are searching to get agrip on what counts for
people in their personal and business lives.”
Pine and Gilmore’s website
AvailabilityCost
QualityAuthenticity
I’m an OK lover, but afterwards I like to snuggle and talk. Me too!
AUTHENTICITY
AuthenticityThe new consumer demand
“America has toxic levelsof inauthenticity.
Time Magazine Report
InauthenticityThat is the fundamental problem with advertising: it’s a phoniness
generating machine.
InauthenticityThe easiest way to be perceived as phony is to advertise things
you are not.
RenderingAuthenticity
“Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual,
fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”
10Ten Tenets of Authenticity
1. Cut through the Clutter3000-5000 marketing messages a day
Watch The Persuaders
2. Be Self AwareDon’t try to be all things to all people
The Ohio State University
3. Engage the emotions of nicheWhat’s your tribe?
Midwestern University
DOWNERS GROVE, ILLINOIS | GLENDALE, ARIZONA
YOU ALWAYS WANTED ! A CAREER IN HEALTHCARE "
TOGETHER, WE’LL BUILD YOUR FUTURE.
4. Declare SomethingDraw a line in the sand
2011 Jeep Grand Cherokee
5. If you’re afraid to say it, say it
Domino's Turnaround
6. Hop on the Cluetrain (talk with, not at)
1. Markets are conversations. 2. Markets consist of human beings, not
demographic sectors.3. Conversations among human beings
sound human. 4. They are conducted in a human voice.
7. Champion stories (not statistics)
“I am a man and men are animals who tell stories.”
8. Talk with, not at
9. If we help create it, it’s more authentic to us
"Right now, your customers are writing about your products on blogs and recutting your
commercials on YouTube.
They're defining you on Wikipedia and ganging up on you in social networking sites like Facebook.
These are all elements of a social phenomenon -- thegroundswell -- that has created a permanent, long-
lasting shift in the way the world works.
Most companies see it as a threat. You can see it as an opportunity."
Quote
10. Keep it real
Real/RealIs what it says it is and is true to self
Keep it real/real
Fake Real Matrix
Strategic Horizons, LLP
IS what it says it is
IS NOT what it says it is
IS NOT true to self
IS true to self
Real-Fake Real-Real
Fake-Fake Fake-Real
Fake Real Matrix
Strategic Horizons, LLP
Niketown (Fake-Fake): it's not a town, it's a store; it's not a place to "Just Do It" as there's nothing to do there!
NBA Store (Fake-Real): it's indeed a store; but it's not true to itself: a spiraling walkway, with polished wooden floor, goes round and round to basketball court at bottom of store, but sign on backboard reads "Absolutely No Dunking Please" when that's precisely what should be allowed, in fact featured as attraction..Chuck E. Cheese's, Dave & Buster's, and the like's "Basketball" (Real-Fake): it's not a basketball game, it's an arcade game with basketball motif, and it's true to self, as arcade-like as any other experiential vending machine in these type of venues.
ESPNZone (Real-Real): is what it says it is, an "ESPN zone" and is true to self.
Your Bookshelf
Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/
Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts
Download Session PDF#1 Go to www.targetx.com
click iThink Blogclick Slide Presentations
#2 Go to www.slideshare.net/targetx
#3 Email me kallay@targetx.com
?
Text
Authentic Communications With
Your MembersSEE 2010 Nashville
Jeff Kallay, VP Consulting “Apostle of Authenticity”