Be Genuine

Today’s post is ripped completely from Brand Autopsy. It’s a quote by longtail extraordinaire Chris Anderson about being genuine:

“Genuine is an e-mail from a person rather than a company. If the lead singer of some band that I like sends out an e-mail to those of us who have registered our interest, that’s authentic in a way that a record label sending out an e-mail wouldn’t be. If the lead singer responds to his e-mail, that’s even better. A MySpace page is more authentic than a billboard. A blog is more authentic than a press release. It’s all about having a human voice and re-personalizing the connections.”

“The key is in catalyzing word of mouth. If consumers don’t trust institutions and do trust individuals, if they don’t want to be marketed at and do want to be influenced by their peers, how can marketers influence those influencers, those alpha peers? Some companies have done lots of experiments in this. There are fake blogs and fake viral videos and fake buzz marketing. It sometimes works, but if you’re busted, it turns into a PR nightmare.”

There’s nothing really new or surprising here. But from time to time, it’s nice to hear someone reiterate these thoughts.

Thanks John. And Chris. Quote via Deliver Magazine.

One Response

  1. One strategy that many larger firms use is to have a third part do the dirty work. Microsoft offering to pay bloggers for positive posts etc.

    Another method is to be deceptive and quit before you get caught. This is tough but if you do it enough you get the hang of it – identity thieves do this.

    Obviously the best way to go, for a long term strategy is to create a brand identity that is consistent and trustworthy. People do believe in institutions. It seems though that an institution has a more difficult time obtaining forgiveness than an individual. We can forgive the Colonel if the chicken is not always right but KFC does not get the same deal. That’s just the way it is.

    My question is: How long will it be before we cannot tell which blogs are by one person and which are by a very sly marketing department?

    It’s not that I am paranoid or a conspiracy theorist. They really are out to get us. Now we just need to figure out who they are and how to identify them.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: