AUTHENTICITY… What is it? Does it matter? Does it matter in business? Yeah, I think so, but why does it matter and what exactly is it? And if marketing were to be more authentic what would THAT look like? We know we want it and sometimes we are fooled into believing that people are being authentic when they are not. So what’s the big deal?
(But they’ve been mostly dead all day)
In today’s fragmented world and new global economy many employees and business owners say that Missions Statements don’t work or they are a thing of the past. They point to nameless companies who had their mission statement posted all over the place, but no one knew it and worse yet no one lived it, especially the management. If this was your only experience with Mission Statements then you’d be smart to turn the other way and leave the idea in the dust. BUT… if you are willing to take a few moments and consider the roots and true power of a Mission Statement you could be adding a powerful tool to your companies arsenal, not to mention giving your company a competitive advantage in the market place.
“Beware, this may mess with your sense of what is effective marketing and advertising!”
Good isn’t always the same as what works or as a friend of mine said to me recently, “Is it Good or do you just like it?" In my business, the business of marketing, we talk about this concept a lot. Is a commercial “Good” or do we just like it? Most people assume that if an advertisement is entertaining or has a
certain level of “Quality” then it must be effective; it must work. It’s soooo NOT true!