Generally I don’t reblog posts, however this post combines the philosopher Heidegger and is a great description of Existential Authenticity.
Authenticity is perhaps one of the most over-used buzzwords in marketing, but what does it really mean? And why is it important?
Some people will describe for you in detail how to come across as authentic in your messaging, why it’s important to be authentic to your customers, or why authenticity is the holy grail of marketing. At the same time, others will tell you never to be authentic or why people simply don’t want the “real” you. But these sorts of approaches tend to focus more on aspects of authenticity rather than getting to the core of the issue. More than just a habit worth practicing, choosing authenticity results in competitive advantage, especially when it comes to brand messaging and connecting with customers. Below are two reasons why.
1. Consumers Want Authenticity
In Authenticity: What Consumers Really Want (Harvard Business School Press), authors James…
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