Wednesday, March 8, 2017

Heroes Wanted

Authenticity has nothing to do with how much you share. 
It is about what you share.
— Neil Patel
Authenticity has roots much older than Instagram.

The concept was popularized by the Existentialists, most notably Heidegger and Sartre.

It's summed up in an 1835 statement by Kierkegaard: “The thing is to find a truth which is true for me, to find the idea for which I can live or die."

Where heroes live and die for others' ideas, authentic people would be anti-heroes

It's only anti-heroes who follow their own paths; and who disrupt and innovate.

For brand marketers, authenticity's opposite isn't inauthenticity, but Disneyfication, , storytelling that renders every story "safe" for audiences who can't handle the truth.

So how can your brand be authentic?

The short answer: it shouldn't.

Your brand doesn't need to be authentic. It merely needs to be honest.

In a survey, Foresight Factory asked customers to choose "good moral values" from a list.

While 84% chose "being honest," only 16% chose "presenting an image true to self."

Customers don't care if your brand is authentic. 

They don't expect it to be.

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