Authentic marketing is the practice of being honest with yourself, customers and employees. It is based on the idea that the best marketing is to embrace a meaningful mission and deliver to the best of a firm's abilities. The following are examples of authentic marketing.
RealismLooking at your brand, products, services and capabilities in a realistic light. For example, the third best sushi restaurant in Boston that knows it's third.
Doing Real ThingsFocusing your energy on deserving more customers as opposed to obtaining more customers. For example, the third best sushi restaurant in Boston that plans to source better ingredients to deserve first place.
Empathy for the CustomerTruly working to understand the customer to meet their needs. This means indepth engagement with communities, cultures, subcultures and actual customers. For example, a snowboarding firm that is firmly rooted in the culture surrounding the sport with ideas from customers constantly flowing to products.
CommunicationCommunicating directly and sincerely without drama. Authentic marketing is heavily associated with storytelling with stories rooted in real things a firm has done. For example, an organic food company that tells the story of the farmers that produce its ingredients.
Learning From MistakesBeing realistic about your failures and shortcomings and working to improve as a firm.Being self-aware, honest and open about your motivation. If you're motivated purely by revenue, don't pretend to be saving the world. That being said, authenticity tends to lend itself to a sustainable and worthy mission.
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