see2008 authenticity

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Rendering Authenticity Jeff Kallay, Experience Evangelist

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Page 1: See2008 Authenticity

RenderingAuthenticity

Jeff Kallay, Experience Evangelist

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Managing Expectations

Authenticity - the new consumer demandTypes of Authenticity

Rendering Authenticity

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1980’s Marketing

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1980’s1990’s

Marketing

Branding

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1980’s1990’s2000’s

Marketing

Branding

Authenticity

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I’m an OK lover, but afterwards I like to snuggle and talk. Me too!

AUTHENTICITY

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Brands are Mirrors.

Branding only works when it’s authentic. Purchase on the basis of conforming to self-image.

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Your Brands?Coke vs. Pepsi

Apple vs. MicrosoftWal-Mart vs. Target

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InauthenticityThat is the fundamental problem with advertising: it’s a phoniness

generating machine.

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WhatYouSay

Who You Are

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WhatYouSay

Who You Are

RealReal

Others MissedOpportunity

FalseAdvertising

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InauthenticityThe easiest way to be perceived as phony is to advertise things

you are not.

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Your tag line.

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Your tag line.Is it Real/Real? Is it necessary?

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Your tag line.Is it Real/Real? Is it necessary?

E X E R C I S E

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64%

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64%Believe Advertising is “Dishonest” or “Unrealistic”

Consumers 18-65 years old, Ad Age 2006

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AvailabilityCost

QualityAuthenticity

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Quality.No Longer Differentiates

Difficult to Define

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What Kind of Car?

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What Kind of Car?How would your members answer this?

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What Kind of Car?How would your members answer this?

E X E R C I S E

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AvailabilityCost

QualityAuthenticity

Text

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Commodities - NaturalGoods - Original

Services - ExceptionalExperiences - Referential

Transformations - Influential

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Authenticity TypesCommodities - Natural

Goods - OriginalServices - Exceptional

Experiences - ReferentialTransformations - Influential

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Influential Authenticity

People tend to perceive as authentic that which exerts influence on other entities, calling humans to a higher

goal and providing a foretaste of a better way; not inconsequential or without meaning.

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Influential Authenticity PrinciplesAppeal to personal aspiration

What aspirations of individual can you help fulfill?

Appeal to collective aspirationWhat shared aspiration among members can you help achieve?

Promote a causeWhat greater social cause can you passionately promote, helping effect its ends?

Embrace artHow can you integrate art into your everyday business?

Give MeaningWhat meaningful purpose can you infuse into your offering?

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Influential Authenticity PrinciplesAt the highest level, to appeal to influential authenticity,

impart meaning into your offerings and call members to a higher purpose without becoming coercive or threatening.

Go gently, no one likes to be forced to contribute to disfavored causes--what you deem as worthy most

coincide with the aspirations and self-image of your particular members.

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Identify Statements

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Identify Statements1. Assigned names: Who do you call yourself

2. Expressed statements: What do you articulate you are3. Established places: Where and when you’re encountered

4. Declared motivations: Why you say you’re in business5. Displayed appearance: How you show what you are

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Identify Statements1. Assigned names: Who do you call yourself

2. Expressed statements: What do you articulate you are3. Established places: Where and when you’re encountered

4. Declared motivations: Why you say you’re in business5. Displayed appearance: How you show what you are

E X E R C I S E

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Authenticity“Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual,

fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”

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RenderingAuthenticity

“Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual,

fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”

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Authenticity

“If customers create it themselves, then they will

consider it real.”

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RenderingAuthenticity

“If customers create it themselves, then they will

consider it real.”

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You must design the customer experience or the customer

will design it for you.

Tom Peters

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FemalesMales

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Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

FemalesMales

Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006

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Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

FemalesMales

Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006

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Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN

FemalesMales

Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006

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Do you build community?“At the heart of these decisions is a simple fact of life with the Internet:

Everyone is connected, and hiding behind glossy images won't work when a

Google search can turn up the good, bad and ugly of your company. In the

analog world, it was different. Haque believes brands thrived on how difficult

it was for people to get information. Logos, spokespersons and slogans

combined to give consumers a way to make choices. But now, the Internet

has turned that on its head. "The entire economic rationale for brands is gone,"

Haque said in an interview. "Interaction is too easy now for brands to have power."

From These Brands Build Community, Adweek May 12

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Forrester Research, Inc. 2007 — Groundswell

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Forrester Research, Inc. 2007 — Groundswell

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Forrester Research, Inc. 2007 — Groundswell

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Forrester Research, Inc. 2007 — Groundswell

Social Technographic

Ladder

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64%

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64%Prefer Website vs. Brochures

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

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63%

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63%Prefer Email vs. Direct Mail

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

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71%

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71%of Prospective Graduate Students use Instant Messaging

E-Expectations: Graduate Edition, Noel-Nevitz, 2007

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Today the most important conversation

is not the marketing monologue but

the dialogue between your audience.

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You can no longer talk at.

You must talk with.

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Transparency

Differentiation

Connections

Stories

Profiles

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Hop on the Cluetrain"Markets are conversations.

Markets consist of human beings, not demographic sectors.

Conversations among human beings sound human. They are conducted in a human voice.

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Let go.Remember, you’re not in control.

Remember, they don’t trust marketers.

Remember, they are talking about you anyways.

Remember, they want to figure out the truth.

Remember, their parents are talking about you too.

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Your Bookshelf

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Your Bookshelf

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Download Presentation PDFwww.slideshare.net/targetx/see2008authenticity

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RenderingAuthenticity

Jeff Kallay, Experience Evangelist