Authenticity - What Consumers Really Want

Currently loving and voraciously reading a book written by one of my New Paradigm colleagues Joe Pine called "Authenticity - What Consumers Really Want".

Some of the content is a bit of tough slugging and high-minded philosophy for the uninitiated, but they do make some very credible arguments and smart practical tips on the importance and need for authenticity.

Two of these arguments/marketing models:

1) Authenticity is the Ultimate Way to Avoid Commoditization
If your a premium brand, the new business imperative for you is in rendering authenticity. The evolution is as follows (with a cup of coffee metaphor):
- You can supply commodities (farmers in South America do this for likely 5 cents cup/coffee)
- You can control goods (Nescafe makes product for retailers that may be 20 cents cup/coffee)
- You can improve services (Coffee Time and many donut chains will sell a cup of coffee for $1.50)
- But most winning brands in this economy render authentic experiences (in Starbuck's case, this may  run you above $4 per cup of coffee)

Whether it's Disney, Pike's Place Fish market, Build-a-Bear, ESPN Zone or the chockful of other examples they use, consumers have shown they will pay for well-rendered and staged experiences or even better, brands that help guide transformations.

2) 5 Types of Authenticity Exist
The best brands root themselves in more than one of these but tend to have a primary form of authenticity.
1) Natural Authenticity - products/services that exist in a natural state in or of the earth, untouched by human hands, not artificial or synthetic i.e. organic goods, whole foods, Burt's Bees

2) Original Authenticity - products/services that possess originality in design, being first of its kind, never before seen by two eyes, not a copy or imitation i.e. iPod, design cars,   

3) Exceptional Authenticity - products/services that are done exceptionally well, executed individually or extraordinarily by someone demonstrating human care, not unfeelingly or disingenuously performed i.e. Nordstrom, Southwest Airlines, great hotels and restaurants

4) Referential Authenticity - products/services that draw on some context, drawing inspiration from human history, and tapping into shared memories or longings, not derivative or trivial i.e. English ales,  Russian vodka, Persian rugs, "From the makers of" movies

5) Influential Authenticity - products/services that exert influence on other entities, call on human beings to a higher goal, provide a foretaste to a better way, not inconsequential or without meaning i.e. Dove's Campaign for Real Beauty, Frank Gehry designs, Cirque du Soleil, Kiva.org, Purpose-Driven Life

The book is pure gold with many evidentiary examples of what they are supporting as an argument. A must for any progressive marketer's bookshelf. My next post will get into some of the specific that ask marketers should look at in auditing and improving their own authenticity.