Authenticity in marketing versus authenticity in business
“Authenticity is the key component of what makes social media so successful for businesses. Authentic social media is the modern day testimonial: It allows users to interact with businesses in real time, but also creates an open space for conversation and feedback. If a person is having a hard time receiving assistance from a business’s customer service, for instance, all they need to do is tweet at them for a response. Other users can get involved depending on the severity of the situation, forcing all sides to be accountable,” wrote Kelly Samuel for Forbes.
A research shows that 90% of consumers read less than 10 reviews before already forming an opinion about a business. In an age of ever-advancing technology and communication, online reviews remain an important part of consumer research and decision-making. Why? Because they appear to be honest and authentic. We want brands and products in whose statements we can trust.
“There is tremendous power behind authentic and honest messaging. When the story resonates, the audience listens, and when we hear what they are saying and respond with thought, the conversation continues and we all benefit. Brand honesty and authenticity build trust for your content marketing efforts not because you are saying what they want to hear, but because you’re saying what’s real,” wrote expresswriters.com.
Moreover, we think of an authentic company as one that stays true to their core values, principles, and overall brand. Therefore, authenticity is especially important for branding. “If a company decides they want to represent themselves in a way that is different than they normally do, they run the risk of losing the trust of their clients and therefore their integrity and authenticity. Honesty is a quality every company should aspire to have, but not everyone is transparent, which creates a climate of dishonesty,” said elevatemybrand.com.
Marketers must understand that putting brand truth into practice starts with understanding perceptions. Using in-depth research and insights to quantify perceptions and behaviors, will help you know exactly what drives your audience and their interactions with your brand, vastly improving your chances of appealing to the new consumer – who expects nothing less. Using complex data to maintain an audience-centric approach and reach consumers with the right message, in the right place, at the right time. Rather than relying on assumption and a vague understanding of your target audience, the data in existence today is transforming what’s possible by pointing us in what we know to be the right direction.
“Authenticity comes down to giving people a reason to care. Consumers want to care – they want to believe that their purchase is making a difference somewhere, somehow, that the brands they are supporting with their hard-earned dollars are living out the values that they believe in. People respond to honesty, integrity, enthusiasm and love, and they can spot frauds from a mile away. It’s never too late to look for the authenticity that exists within your business and to capitalize on it with thoughtful, engaging campaigns,” explains go.tenthcrowcreative.com.
AdAge.com puts the finger on the reality but offering you the great piece of advice: Don’t say you are authentic — be authentic. “Straight-talking” and “plugged-in” are both better word choices to personify your brand. “Attributes should be sufficiently nuanced to drive differentiation through creative expression in a way that will foster a real audience connection. Skittles is one of my favorite examples. Brand attributes for the company’s “Taste the Rainbow”campaign were unpredictable and irreverent. They provided a clear and genuine brand POV that resulted in fun and crazy — not annoying — creative that engaged its audience while driving brand lift and sales,” concluded Jill Byron.
15 Things you might not know about Daniel Goleman
Daniel Goleman is one of the world’s renowned psychologists. He was a speaker at BRAND MINDS 2018.
BRAND MINDS is The Central and European Business Summit taking place in Bucharest, Romania.
Daniel Goleman is an internationally known psychologist who lectures frequently to professional groups, business audiences, and on college campuses. As a science journalist Goleman reported on the brain and behavioural sciences for The New York Times for many years.
Here you can find some pieces of information you might not know about Daniel Goleman:
1.His 1995 book, Emotional Intelligence was on The New York Times bestseller list for a year-and-a-half, with more than 5,000,000 copies in print worldwide in 40 languages, and has been a best seller in many countries. Apart from his books on emotional intelligence, Goleman has written books on topics including self-deception, creativity, transparency, meditation, social and emotional learning, eco-literacy and the ecological crisis.
2. The Harvard Business Review called emotional intelligence— which discounts IQ as the sole measure of one’s abilities — “a revolutionary, paradigm-shattering idea” and chose his article “What Makes a Leader” as one of ten “must-read” articles from its pages.
3. “Emotional Intelligence” was named one of the 25 “Most Influential Business Management Books” by TIME Magazine. The Financial Times, Wall Street Journal and Accenture Insititute for Strategic Change have listed Goleman among the most influential business thinkers.
4. Goleman is a co-founder of the Collaborative for Academic, Social, and Emotional Learning (www.casel.org), originally at the Yale Child Studies Center and now at the University of Illinois at Chicago. CASEL’s mission centres on bringing evidence-based programs in emotional literacy to schools worldwide.
5. He currently co-directs the Consortium for Research on Emotional Intelligence in Organizations (www.eiconsortium.org) at Rutgers University. The consortium fosters research partnerships between academic scholars and practitioners on the role emotional intelligence plays in excellence.
6. Goleman is a board member of the Mind & Life Institute, which fosters dialogues and research collaborations among contemplative practitioners and scientists. Goleman has organized a series of intensive conversations between the Dalai Lama and scientists, which resulted in the books Healthy Emotions, and Destructive Emotions. He is currently editing a book from the most recent dialogue on ecology, interdependence, and ethics.
7. His most recent book, Leadership: The Power of Emotional Intelligence, offers an up-to-date summary of his thinking on leadership by collecting key excerpts from his books together for the first time in one volume with his articles from the Harvard Business Review. These include “What Makes a Leader? and “Leadership that Gets Results.”
8. Goleman’s other recent book, The Brain and Emotional Intelligence: New Insights gathers together recent findings from brain research and other sources on topics ranging from creativity and optimal performance, the brain-to-brain connection in leadership, and to how to enhance emotional intelligence itself.
9. His work as a science journalist has been recognized with many awards, including the Washburn Award for science journalism, a Lifetime Career Award from the American Psychological Association, and he was made a Fellow of the American Association for the Advancement of Science in recognition of his communicating science to the general public.
10. Recruited by the New York Times to cover psychology and related fields, in 1984 he began a twelve-year sojourn. He learned much about science journalism from his editors and colleagues, a talented crew on the science desk, and the Times offered remarkable access and visibility. But he found that his urge to write about ideas with impact sent him in directions that did not always fit what the Times saw as news.
11. His wife Tara and him tried to spend a good deal of their free time in meditation retreats or travelling together to places they enjoy that nourish this side of their lives. “Life’s simple pleasures—a walk on a beach, playing with grandchildren, a good conversation with a friend—have more appeal to me than professional honours or ambitions,” said Goleman.
12. According to him, vitality arises from sheer human contact, especially from loving connections. This makes the people we care about most an elixir of sorts, an ever-renewing source of energy. “The neural exchange between a grandparent and a toddler, between lovers or a satisfied couple, or among good friends, has palpable virtues…the practical lesson for us all comes down to, Nourish your social connections,” he added.
13. He is twice a Pulitzer Prize nominee. Moreover, The Wall Street Journal ranked him one of the 10 most influential business thinkers and he was named on the 2011 and 2013 Thinkers50‘s editions and a top business guru by Accenture Institute for Strategic Change. His article “ What Makes a Leader?” remains the most requested reprint in the history of Harvard Business Review.
14. Goleman’s newest book, Altered Traits: Science Reveals How Meditation Changes Your Mind, Brain and Body, is co-written with Richard Davidson and will be released September 5, 2017. Through cutting edge research, Goleman and Davidson explore how meditation and mindfulness can achieve real, positive, and lasting mental and behavioural change.
15. In addition to his numerous professional and academic achievements, Goleman stresses how important his private and personal life is to him on his personal website. “While a bio like this focuses on one’s public life, I find that over the years my private life has grown increasingly important to me, particularly as the years allow me to spend less time running around and more time just being. I find more and more that what satisfies me has little to do with how well one or another book does— although the good works I participate in continue to matter much,” he confesses.
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Come to BRAND MINDS 2020!
Here are our first confirmed speakers; we will be announcing more speakers in the coming months so stay tuned!
Malcolm Gladwell, Martin Lindstrom and Michio Kaku