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adventure tourism brings out authentic "felt" emotions
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Social psychologists have proposed that human beings experience four primary
emotions: fear, anger, sorrow and joy. Unlike other, socially constructed
emotions, these contain a physical component. The sinking stomach of fear, the
throb and heat of anger, the dizzy euphoria of joy - each represents a rush of
sensation integral to the experience of that feeling.Holyfield refers to these as "felt" emotions, a term she borrows from
sociologist Norm Denzin. She believes that by placing ourselves in situations
where we encounter them, we may regain contact with what we believe to be
authentic in ourselves. Edgeworkers accomplish this by pushing
themselves to physical and psychological extremes. They seek to confront and
then control their most basic human reactions. -
any method of generating authentic emotion gains
increasing importance as modern life becomes more regulated and mundane. - 7 more annotations...
HERMENAUT: Fake Authenticity: An Introduction
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Authenticity is always a point of departure, never a destination
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Our "identity," Baudrillard points out, is just a pre-fab set of characteristics
located at a particular intersection of the social web; we should strive
instead, or perhaps it's already too late, to be a "singularity," someone whose
very existence tears holes in the web. - 8 more annotations...
Saved by the Bell (save points in video games)
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if I die I'm gonna lose another half hour of the most nonrenewable resource in existence: my time.
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One could just as easily argue that infrequent saving is a much more intense and authentic experience. It forces you to put some skin in the game. That's why people seek out life-threatening sports like sheer-face mountain climbing and skydiving. In situations of genuine danger, your senses snap open and you experience things more fully -- or, as any extreme athlete would boast, you live more fully.
Americans still seek the authentic
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"It's partly about sharing the pleasure of something done well," she said,
pointing to the tragic and bungled aftermath of Katrina as the most recent
example of why we seem to be hungrier than ever for great art and books and
buildings. "Would that (sharing the pleasure of something done well) would
happen every day." -
Beauty and authenticity used to be more a part of our everyday lives. You
could find them in the art and architecture of churches and homes, commercial
buildings and town squares. But with suburban sprawl, we've traded magnificence
for efficiency, low prices and ample parking."Our stores have become cheap, windowless, concrete boxes that offer the
viewer nothing of value," - 3 more annotations...
The Vanishing Mass Market
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The rise of micromarketing is as much a response to the fragmentation of
consumer markets as to the fragmentation of the mass audience. In the 1950s and
1960s, the country was far more uniform in terms not only of ethnicity -- the
great Hispanic influx had not yet begun -- but also of aspiration. The governing
ideal was not merely to keep up with the Joneses, but to be the Joneses -- to
own the same model of car or dishwasher or lawn mover. As levels of affluence
rose markedly in the 1970s and 1980s, status was redefined. "From the consumer
point of view," says McDonald's Light, "we've had a change from 'I want to be
normal' to 'I want to be special."'
On the brand
- There are too many low-value imitations already out there. To actively contribute to my lifestyle, your company (including corporate culture!) has to be authentic; if no company fits the bill, I'll just go for the cheapest bargain. - jwieczorek on 2006-10-20
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The market has become jaded by low value, mass-produced imitations and, with the
exception of bargain hunters, wants real value. -
The difficulty in attaining brand authenticity is that it requires a large
amount of niche interaction, and traditional mass communication will not
suffice. This implies factors such as event management, public relations
activities, experiential marketing, lifestyle branding and corporate social
responsibility. - 2 more annotations...
word of mouth & authenticity
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you can't be 75% authentic - it's all or nothing. it's all about trust.
listen to your customers and give them what they want to become a "lovebrand", and give them easy ways to share their love with other potential customers. - jwieczorek on 2006-10-20
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First of all, if your product, brand and message are not authentic, then they
are:
bogus
counterfeit
fake
phony
(source: Roget's New Millennium™ Thesaurus, First Edition
(v 1.1.1) .) -
companies engaging in bogus WOM campaigns will no doubt see their efforts blow
up in their faces. There are enough genuine watchdogs out there now press the
alarm button whenever they smell a rat. - 4 more annotations...
Customers are savvier now so be honest about who you are
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And in the hyperlinked world, companies
can't keep up the pretences any longer. Employees, shareholders, customers, the
blogosphere etc are all looking to pull you down a peg or two. Their joy is far
greater if you are faking it.In future, companies will stop trying to be
all things to all people. Values will come from the inside. Brands will become
more honest about who they are and will let the audience decide. -
Customers buy more than just a great
product, they increasingly buy into the corporate philosophy. However, many
companies have based themselves around what they percieve their customers want
them to be, not who they are. This is a route to disaster. You can't become
someone else's values. - 1 more annotations...
STAGIS: Authenticity blog
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One of the first steps I suggest working with is to make the authentic story
thicker. That means finding the stories about what we are and what
we're good at and building every activity from there. It sounds simple (and
in a way it is) -
The only thing that builds a brand (not just these days but always) is action.
Your colleagues don't react on your messages, but what you do. Just like
your wife, your children, your friends and... Your customers. The days of
posting a note (or ad in the paper, for that matter) and expecting it to do
something great for your brand are over. Messages can create awareness but they
are only effective if they convey meaning of something you did. - 4 more annotations...
Pine & Gilmore on authenticity
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In a world increasingly filled with staged experiences – an increasingly
unreal world – consumers decide to buy or not to buy based on how
real they perceive the offering to be. Businesses today must learn to
understand, manage, and excel at rendering Authenticity with a capital
“A”. Finding ways to tap into this emerging standard of selection and criteria
for purchase will become essential. To be blunt: business offerings must get
real. This new challenge perhaps can be defined best as the management of
the customer perception of authenticity. In an age when consumers want
what’s real, this becomes the new business imperative, and success awaits those
who gain an understanding of what’s real and what’s fake – or at least what
elements contribute to forming such consumer perceptions – about the output
generated from their own enterprises.
Niche Brands
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Of course, sometimes a niche can be large and lucrative. Vacuum cleaner
manufacturer Dyson could have targeted people who wanted machines with style.
Instead, the brand focused on consumers who wanted cleaners with more suck—just
about everyone in other words. Haagen-Dazs meanwhile positioned ice cream as an
adult treat. "It is still ice cream," says Goldthorpe. "They still do vanilla,
strawberry and all the classic flavors. But they redefined the market and
created a niche. Ben & Jerry's did the same, making ice cream an indulgence
with a social conscience." -
It is important to find a niche, says Dolak, and he argues that the days of mass
marketing are over. "It is healthy to see any market as a collection of niches,"
he says. "I feel that mass market appeal to hundreds of millions of consumers is
over. Consumers want products they feel are customized to just the way they want
it. Focusing on a niche, at least at first, is the preferred way to go. You can
find an under-served segment and specifically address its unmet needs."
People dislike _bad_ marketing and want to connect with people, not brands
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consumers today want to be treated as intelligent -- indeed, 77% of Americans
surveyed believe they have above-average intelligence! These smart consumers do
their research before they buy. 48% say they know more about the products in
stores than the people who work in the stores. -
consumers seek relevance, authentic experiences, and connection with other
people. They no longer connect with brands, but with people -- and value the
brands that help them connect with people, and are inventing their own consumer
experiences. Smith cited Ebay as
a company that is a tool that consumers use to build their own experiences. - 1 more annotations...
Bypass the Brain and Go Straight to the Heart
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The best-known brands in the world have successfully used these basic human
drives to attract and develop brand loyalty by creating authentic emotional
connections that bypass the brain and go straight to the heart, tapping into
powerful feelings about self-image, fantasies, aspirations and dreams. Although
decisions about purchases and loyalties are based on both rational and emotional
reactions, it’s the emotional response that motivates us to act. Recognizing
that fact is the key to effective brand building. In the words of neurologist
Donald Calne, “The essential difference between emotion and reason is that
emotion leads to action while reason leads to conclusions.”
Association for Consumer Research
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These folks claim that Sbux has a "doppelganger brand image" of being a big inauthentic corporation _because_ it tries to project an emotional image of authenticity and intimacy. So they say that you should watch your customers as well as the people who intentionally avoid you and adapt to them.
But I think they're missing the point of emotional branding - you're never going to get _everybody_ with it. There are some people out there who will always think that a large corporation with ubiquitous shops is inauthentic... - jwieczorek on 2006-10-23
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recent claims about the importance of authenticity and transparency in marketing
actions -
uncharitable cultural constructions of Starbucks serve as an underlying motive
for a passionate form of brand avoidance. This motive appears to be energized by
perceptions that Starbucks’ marketing efforts are inauthentic and emotionally
shallow. In addition to deliberately avoiding Starbucks, these consumers
actively seek out and patronize local coffee shops that provide a sense of
authenticity that Starbucks lacks. Specifically, this authenticity comes in two
forms: (1) the sense of an authentic coffee shop experience, (2) feelings of
connection with an authentic coffee shop owner/operator. Ironically, these two
forms of authenticity are qualities that Starbucks seeks to convey via its
emotional branding strategy. Thus, it seems that these efforts are actually
working in favor of its competition (i.e., local coffee shops).
the cluetrain manifesto
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There are no secrets. The networked
market knows more than companies do about their own products. And whether the
news is good or bad, they tell everyone. -
Companies can now communicate with their
markets directly. - 2 more annotations...
Hijacking authenticity
- authentic doesn't mean you have to be green, sustainable, etc., just be true to whatever you happen to be - jwieczorek on 2006-10-20
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Brands such as Hummer, Harley Davidson, Viz are unapologetic about
who or what they are and have thrived. I may not buy these products but they are
as authentic as hell.Authenticity is an inclusive word. No matter what your values
are.
Brand Essentials
- inauthentic brands are seen as fickle and shallow companies that abuse our trust solely to make more money - jwieczorek on 2006-10-20
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Authentic brands do not appeal at the attribute or benefit level through sales
messages; they are deeper, more profound and must be based on a foundation idea
with core beliefs and values that come from the heart and are non-negotiable. -
weaker brands tend to fudge or, far worse, make it up as they go along
- 3 more annotations...
Creative Commons worries about unauthentic marketing
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Authenticity is essential. The power of the authentic act — an artist giving
up remix rights; an author allowing her book to be shared freely -- is the power
that makes this movement grow.That authenticity is not jeopardized, I believe, by the fact we have (a small
number of underpaid) employees at Creative Commons. No one here is doing it for
the money. Nor is that authenticity jeopardized when a company “partners” with
us (though again, none of our “partnerships” are partnerships in the traditional
sense): Everyone understands companies are paid to pick winning strategies; when
they align with us, that simply reinforces our strategy. But I have come to
agree that that authenticity would be jeopardized by messengers whose message is
mixed. If BzzAgents do as their rules require (ie, reveal their affiliation)
then the person who hears their message wonders: are you saying this because you
believe it, or are you saying this because it will earn you a reward? And if it
is the reward, then where is my reward? What's my cut?
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