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Authenticity: What Consumers Really Want

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  • Anonymous

    Posted December 31, 2007

    Consumers of the world, demand Real/Real!

    What do consumers want? According to James Gilmore and B. Joseph Pine II, we want products that are genuine: that are what they appear to be and do what they say they will. Such products are increasingly rare in the modern consumer economy. If that was the gist of Authenticity, I would agree, but Gilmore and Pine also seem to say that what consumers want are products that we perceive to be authentic, not products that actually are authentic. Perhaps we consumers have simply learned to see through advertising and marketing gimmicks, to no longer believe the lies about a product's benefits that we would have swallowed in the past. That's good, no? To sort things out, the authors posit a two-part 'Polonius test:' 1' is a business is true to itself and 2' is it true to what it says it is. Using this test, businesses can sort themselves on the continuum from Real/Real to Fake/Fake, and proceed accordingly. But shouldn't we consumers be demanding Real/Real, rather than asking that businesses pull a better quality of wool over our eyes? For a concrete example of the authors' Polonius test at work in today's marketing world, read this book alongside Raymond A. Nadeau's Living Brands 'McGraw- Hill, 2007'. Nadeau, a marketing expert, advocates for, and gives many real-world examples of, Real/Real marketing. Nadeau argues that a new paradigm of collaborative branding is arising, under which consumers will increasingly insist on Real/Real products, creating them ourselves if businesses don't step up. To a large extent, Nadeau offers a solution to the problem Gilmore and Pine outline in Authenticity.

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  • Anonymous

    Posted October 16, 2007

    Marketing in the Experience Economy

    ¿When we say a thing or an event is real,¿ wrote Pulitzer-winning novelist Carol Shields, ¿we honor it. But when a thing is made up ¿ regardless of how true and just it seems ¿ we turn up our noses.¿ In an increasingly manufactured world, though, how can you give customers the genuine article? That¿s the question James H. Gilmore and B. Joseph Pine II answer in this comprehensive, polished and entertaining analysis of authenticity. Wandering through such diverse fields as existential philosophy, architectural criticism and even relativistic physics, the authors carefully gather the ingredients of authenticity. The diverse brew they concoct, though in places turbid, is eminently drinkable. We recommend this clever and provocative exploration of authenticity that will continue to ferment in your mind and affect your strategy long after its crisp finish.

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