In my post Authenticity or Marcom Ploy I reacted to the alleged heroicness of Dove that Jennifer Rice ascribed to them. My point was that Dove wasn’t all that responsible. In talking on authenticity Tom Asacker through Seth Godin tells us that Dove comes from the same company as Axe does. However, they each portray women in a totally different way.
As Asacker says, Dove works with contemporary culture but I submit that neither Axe nor Dove works with its company culture. The two different images of women and beauty cannot stem from one culture I would think. Of course Unilever could say that the women in the Axe commercials are men’s fantasies (what does that say on their image of men?) or that very often the men in these commercials aren’t exactly George C. or Brad P. It still makes one wonderabout the authenticity of Unilever.
Authenticity can be used as a marketing ploy. The problem is that sooner or later people see through your veil of so called authenticity as it is not authentic at all. It may fool some people for a long time but eventually it will fall short.
Asacker questions if marketers need authenticity or originality. Based on good old strategy theory I would think you need both. You need to distinguish yourself from the competition. So it would have to be original. You would also need something called fit. Ultimate fit can only exist if an organization is authentic. The problem arises if there is no demand for the organization’s supply of authenticity and originality.
As to answer Seth Godin’s question. Someone’s personal authenticity can be his or her writing tracks. I write to sharpen my thoughts and read other peoples’ stuff to develop my own thoughts further. I hope others would do the same with my writing. It makes it clear if there is reading demand for my thought supply.