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Authenticity is not something you can do in marketing. Marketing can refine and improve the message but marketing cannot create authenticity. That is something that has to come from 'within' the company as a whole.
One of the most important things about communicating in a two-way connected world is to be authentic, but many people don't seem to realize what that means.
In short, being authentic means that you are true to yourself and what you express is also your passion. It does not mean that you have to reveal the parts of your existence that you don't like.
Take a look at the picture below. What you see is a rather cramped kitchen. It's not very pretty, and it's definitely not a fancy or enchanting environment.
Yet the people who work in this kitchen make truly amazing chocolate. Chocolate that is really high quality, with an intense attention to detail. The people who work here have a passion and a purpose to make something worthwhile.
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As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.
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Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
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Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
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