“I went to school on Tom’s ideas!”
Jeff Taylor, Founder, Monster.com
A Clear Eye.
On customers, brands and marketplace success
by Tom Asacker
“I went to school on Tom’s ideas!”
Jeff Taylor, Founder, Monster.com
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"I was in love with the West Indies and I liked the authenticity with which Trinidad was presented, but the critics could have cared less." - Katherine Dunham, African-American modern dance innovator
Do you think her audience cared? Is the marketplace interested in authenticity? And what exactly is authenticity any way?
You can find out my thoughts by reading, Authenticity Schmauthenticity! I guess the title gives it away.
Please let me know your thoughts by posting a comment below.
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Listed below are links to weblogs that reference New article - Authenticity Schmauthentcity!:
» Authenticity? from The Voiceover Boblog
One of my favorite bloggers on the subject of branding is Tom Asacker. His A Clear Eye is a must read, so much so that I subscribe to his site via RSS. His latest post links to a new white paper hes written on the current marketing... [Read More]
» Any value in authenticity? from livingbrands
Tom Asacker has written an interesting piece on the value to brands of authenticity. In it he suggests our striving to build 'authentic' brands (in that 'real' sense, where backstory, rich heritage, passionate commitment etc. are key) is a wild [Read More]
» The alibi of schmauthenticity from ThinkingSparks
Tom Asacker has problems with the concept of authenticity. He thought about it for a long time and wrote this to express his point: Authenticity Schmauthenticity! He doesn’t believe in it. He believes that consumers want a great experience even [Read More]
"Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas."
- Jeff Taylor, Founder, Monster.com and CEO, Eons.
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Maybe by 'authenticity', we mean something along the lines of 'genuine.'
As in 'not packaged.'
As in not 'faked.'
Maybe 'genuine' is a better word for what we are trying to communicate?
Posted by: olivier Blanchard | June 14, 2007 at 01:08 PM