Brand Strategy. Thoughts in vogue. Episode 1: Authenticity

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As people whose livelihood depends on having that finger on the pulse of society and culture and the future, we live in permanent high-alert mode. Today, more than ever before. One of the words that seems to resonate universally is authenticity. Everyone likes it. Not just in brands but in people too. But here's the paradox: we want authenticity from others but find it hard to BE authentic. Why is that?
Maybe I will attempt dissecting authenticity using the 5Ws and 1H (I have time).
Who is authentic? One who doesn't feel the need to hide anything. But is it because they have nothing to hide? Authenticity perhaps is an acknowledgement of our flaws - making ourselves vulnerable to the possible cost involved in doing that. Ah! so that is why! It is rare to come across true authenticity.
What is authenticity? Whatever it is, it seems to inspire trust and advocacy. Which is why there is merit in exploring how taking on the possible cost of embracing authenticity could give us an edge.
Where do we find authenticity? Authenticity, at the face of it may seem to stem from deep rooted principles - a higher moral ground. But, I reckon it is just another survival/business tactic - in fact the black belt of survival tactics. The hardest to understand and adopt. But those who crack it get that undeniable edge over the competition.
When did authenticity come into vogue? Surely, always had its merit but today it's fueled by the zeitgeist:
  • In this stranger than fiction world where the lines between real and virtual is nearing extinction - it makes us crave for humanness
  • The same technology has facilitated us with the tools to unearthing the truth about anything - conveniently and quickly.
There IS nowhere to hide.
Why authenticity? I think the case is already pretty convincing but ok, 2 more points: -
  • Grabbing the attention of our skip-happy and scroll-up audience is hard enough. But the real challenge is to sustain interest even for 15 seconds. 15 secs of sustained interest is pretty great in a gig-economy.
  • The authenticity of every brand is unique to it like a thumbprint. Could it hold the key to nuanced differentiation?
How to be authentic? I'd say while leveraging strengths and opportunities,  let's also evaluate how to not shy away from the threats and weaknesses. Let's think about inculcating substance - upgrade ourselves from relevance to resonance.
Interesting times ahead!

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