People want real value and the real thing as most desirable. So, even advertising, authenticity, creativity triumphs – a difficult question, of course, for creative advertisers to follow.
A beautiful summer day in 2002, I had a meeting of the personal work of an English program. It was a new customer and I was advised by a colleague who has also driven motion of revealing myself as a cyclist, a new business relationship was cemented. Still, it was a beautiful day and my bike was a 2001 Triumph, Made in England. I liked the sun and the connection in English (if my client noticed that I have come to the Triumph) an excuse to go to the appointment.
Take the test in a few blinks a few minutes after my arrival, the English led me to the parking lot to show him my bike. As he read the name of the gas tank, he murmured: “A triumph.” After taking on a dubious note, he turned to me and said, “Oh, but it was all that in England”
Fortunately Triumph Union Jack placed a small sticker above the rear light. I pointed at it, said yes, and saw a change in facial expression that suggested that I had just passed a critical test.
On that day, made in England, the Triumph of the perception that equates the value of authenticity. This applies to much more motion. In fact, the idea of authenticity as equivalent to the value of knowledge and ignorance among consumers in any market – so much so that often makes the deep well of marketing creativity effectively redundant.
Authenticity = value because the concepts of activation locally and at home the urge to buy a small hand-made with homemade signs on the basis of locally grown cucumber relish helps sell more hot dogs at a hot dog stand. Similarly, a poster of Shaun Cassidy, 1977 could be sold at a garage sale today. The same poster autographed by Shaun Cassidy can bring a good price on e-bay. These are other examples of how the value of authenticity increases.
You want the real thing authenticity refers originally true. The word comes from Greek and means authentikos original. A true statement is worthy of acceptance or belief in accordance with or based on facts. An authentic product is original or done in the same way as the original – not false or imitation. Other concepts include the authenticity true, real and true – all signs of value.
In general, people avoid substitutes or pay less for them when you can have the real thing. Thus, in 1969-1970, Coca-Cola announced the success with the slogan “It’s the real thing.” When you buy a pair of jeans from Levi-Strauss, the label says: “This is a pair of Levi jeans authentic.” These companies understand the connection valueauthenticity.
Keeping out fakers typically image-conscious teens use the labels want to be insulting and Poser. Similarly, the perception of a brand is trying to be what it purports to be extinguished consumers of all ages. People are turned off by extravagant claims. Here is a statement that Ladysmith, British Columbia has a “heavenly”, illustrates this climate.
Creativity rather than honesty When salespeople take the path of simple, authentic real markets, often rewarded with success. However, the highest state of creativity is so deeply rooted in the advertising industry that advertising executives refuse to pay attention – or feel they can do much better.
Creativity is seen as a fundamental requirement to ads that people in this line of work rarely mentioned, except to make themselves known to other industries. But while creativity, there are also original, acclaimed, the danger is when creativity is divorced authenticity. The results of an Association poll, “strongly suggests that consumers are deeply skeptical of advertising. Moreover, public opinion was extraordinarily constant [about it in the least] two decades. “Thus, the public believes creativity negligible, at best, when companies and institutions take their messages to the market.
If an example of creativity went too far, considering the climate Ladysmith, British Columbia. Ladysmith is a mild climate of the coast. The summers are generally sunny and dry, often hot. Import month cloud and rain, spring and autumn, usually seem to work together. Despite the darkness mild, short winter days and constantly wet will bring some people into depression. Regardless, the villas are to promote climate Ladysmith says “heavenly” throughout the year.
Ignore the user experience of an advertising agency that would otherwise repeatedly win awards for graphic design, apparently does not see reality in a land of creative campaigns, is being developed. It uses a word-association game concepts to produce a campaign. Let me explain.
If the business client’s Soapworks Ladera, for example, agency staff will work with six columns of words on a blackboard. At the top of each column is the word mountain, side, mountain side, soap, and works. Team creative brainstorming lists of words associated under these titles.
In the list with soap, clean, dirty, shower, wash basin, towels, bathroom, bathtubs and other words. At work, they behave paycheck, travel, work, work boots, dress, career, and other dependents. The next creative challenge is to reach out words from the six columns of unlikely combinations. For example, the dirty water and commuting or career and be grouped with the words of the other four columns. While fun and creativity is in progress, no one cares to consider various advantages to the use of the customer.
Then, all at the press conference a creative challenge to make creative sketches based on different groups in six words. Squirting become candidates in the creative campaign concept. This campaign built drawings inspired by the jet boots Hill Valley alongside the work of the beer could be used to advertise soap.
The process will no doubt inspire fun and creativity. What about the real experience of the user’s product, but what the consumer needs that address the soap better than the competition of the company, said its Mountain Soapworks products, which are the same as the authenticity of the pair of genuine Levi jeans, or visit our taste appealing home-based local cucumber Although the fruits of creative fun can be attractive when it comes to advertising, people want the truth.
True, true, relevant, from the smallest of the greatest players, the advertising industry trumpets creativity as the main source of value. Creative director is one of the most respected positions in the field of marketing and creative phrase is often used in the same sentence as solutions or success. John Grant, author of Manifesto of marketing, said: “Authenticity is the benchmark against which all brands are now judged.”
Overloaded by sales pitches, consumers are gravitating toward brands that they are the true meaning and authentic. On December 1, 2007 Fast Company, Bill Breen wrote, “To preserve its integrity, a brand remain true to its values. Yet to be relevant or cold, a fire to be dynamic. “A brand values - the emotional connection it makes – to determine its realism in the minds of consumers.
The law on transparency, unlike the empty movie and unreal exaggeration is often used to attract buyers, are genuine, reliable, easy to verify claims of a value than gold. Because the average person just want truth in advertising, there are examples of simple truth be market leaders – even if the truth is expressed courageously and honestly. Consider medicine against cough syrup Buckley. It tastes terrible, it works and it has kept its status as one of the best selling brands in the Canadian market for many years.
The same values, forcing people to seek the authentic and avoid the false and frivolous are involved in demanding fairness and accuracy in news media reports as well as truth in advertising. There are indeed laws that require truth in advertising, misleading claims while widely regarded as the province of the corrupt. The statement, “until they do something” can paradoxically evoke pride in the management of advertising and loathing among consumers.
Listen to the way a company or institution that has something to happen to promote the truth about its products or services and to express this truth, so that the audience reacts positively by listening.
Distillation In my experience as a consultant to key messages, evidence of high quality are not applied for, but provided spontaneously. Therefore, the coach of my clients on how to listen to their customers, employees and suppliers of key essential messages, as when the value is. So what are the sources of value to differentiate themselves from competitors. To obtain this information, the market is used simply requires listening – listening in most cases formed.
Quote from what customers say they listen to people carefully enough and long enough to experience the truth of the consumer becomes very clear. Listen all the time and a larger sample size reduces the margin of error. Then, when you know how to distill market sentiment, the result is the key to authentic posts much more important than words could ever produce-association games. To disseminate the key messages of the market in the market speaks the words, and you hit the nail on the head. There is no room for exaggeration. Simple facts that can overcome even the skeptics. Just as the name of the Triumph, and a small Union Jack in my bike.