Being authentic means holding to one’s core values. It means shutting off the chatter between the ego and the spirit, and allowing the spirit to guide and direct.
- The Search for Authenticity: A Bold Way to Build Brands and Business (PRSAStrategist)
I concur with just what the author wrote: “Those with the boldness to put authenticity at the heart of their strategy will be rewarded by battle-hardened American consumers — who despite everything they’ve experienced are still optimistic enough to expect a relationship with brands based on the simple but powerful ideas of honesty, transparency, integrity and idealism.”
Exceptionally focused advertising will result in high initial sampling of a product or service. Authenticity in advertising will result in repeat acquisition and customer loyalty. If all you want are one-and-done customers, then skip authenticity. Otherwise, make it your calling card and win!