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Authentic Communications With

Your MembersSEE 2010 Nashville

Jeff Kallay, VP Consulting “Apostle of Authenticity”

Brands are mirrors What is authenticity?

10 Tenets of AuthenticityKeeping it Real/Real

Discussion and Media ResourcesThere is no magic bullet

Manage the Expectations

Brands are Mirrors.

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

What is Authenticity?

Watch the movie clip

March 13, 2008

Authenticity

“We are searching to get agrip on what counts for

people in their personal and business lives.”

Pine and Gilmore’s website

AvailabilityCost

QualityAuthenticity

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

AUTHENTICITY

AuthenticityThe new consumer demand

“America has toxic levelsof inauthenticity.

Time Magazine Report

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

generating machine.

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

you are not.

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.”

10Ten Tenets of Authenticity

1. Cut through the Clutter3000-5000 marketing messages a day

Watch The Persuaders

2. Be Self AwareDon’t try to be all things to all people

The Ohio State University

3. Engage the emotions of nicheWhat’s your tribe?

Midwestern University

DOWNERS GROVE, ILLINOIS | GLENDALE, ARIZONA

YOU ALWAYS WANTED ! A CAREER IN HEALTHCARE "

TOGETHER, WE’LL BUILD YOUR FUTURE.

4. Declare SomethingDraw a line in the sand

2011 Jeep Grand Cherokee

5. If you’re afraid to say it, say it

Domino's Turnaround

6. Hop on the Cluetrain (talk with, not at)

1. Markets are conversations. 2. Markets consist of human beings, not

demographic sectors.3. Conversations among human beings

sound human. 4. They are conducted in a human voice.

7. Champion stories (not statistics)

“I am a man and men are animals who tell stories.”

8. Talk with, not at

9. If we help create it, it’s more authentic to us

"Right now, your customers are writing about your products on blogs and recutting your

commercials on YouTube.

They're defining you on Wikipedia and ganging up on you in social networking sites like Facebook.

These are all elements of a social phenomenon -- thegroundswell -- that has created a permanent, long-

lasting shift in the way the world works.

Most companies see it as a threat. You can see it as an opportunity."

Quote

10. Keep it real

Real/RealIs what it says it is and is true to self

Keep it real/real

Fake Real Matrix

Strategic Horizons, LLP

IS what it says it is

IS NOT what it says it is

IS NOT true to self

IS true to self

Real-Fake Real-Real

Fake-Fake Fake-Real

Fake Real Matrix

Strategic Horizons, LLP

Niketown (Fake-Fake): it's not a town, it's a store; it's not a place to "Just Do It" as there's nothing to do there!

NBA Store (Fake-Real): it's indeed a store; but it's not true to itself: a spiraling walkway, with polished wooden floor, goes round and round to basketball court at bottom of store, but sign on backboard reads "Absolutely No Dunking Please" when that's precisely what should be allowed, in fact featured as attraction..Chuck E. Cheese's, Dave & Buster's, and the like's "Basketball" (Real-Fake): it's not a basketball game, it's an arcade game with basketball motif, and it's true to self, as arcade-like as any other experiential vending machine in these type of venues.

ESPNZone (Real-Real): is what it says it is, an "ESPN zone" and is true to self.

Your Bookshelf

Want More? Read Our Blogs:

TargetX Blog at www.targetx.com/ithink/

Free on Friday Webcasts

Free On Friday Webcasts Watch Past Webcasts

Download Session PDF#1 Go to www.targetx.com

click iThink Blogclick Slide Presentations

#2 Go to www.slideshare.net/targetx

#3 Email me kallay@targetx.com

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Authentic Communications With

Your MembersSEE 2010 Nashville

Jeff Kallay, VP Consulting “Apostle of Authenticity”