the authenticity makeover
I read a quote somewhere that "authenticity cannot be cooked up after the fact". It struck me at a recent natural products show how many up-and-coming brands are peddling "authenticity" as their key brand asset. I then strolled a typical supermarket, and saw many of the big, mass-market brands trying to do the same thing (particularly in relation to the environment), even if the actual nature and history of the brands didn't really support that.
Also, I always loved that Ghostbuster scene with the Stay Puft Marshmallow Man. I later learned that character was inspired by the Pillsbury Dough Boy and the Michelin Man. Gotta love equity characters. I think it would be fun to have the job of coming up with equity characters like these guys.
The list of brandwaggons is growing, isn’t it:
green
authentic / real / true
human
simple
… so again genuine authenticity will be harder to discern. Another layer to the onion…
Hey Tom,
A friend just directed me to your site. I really enjoy it. As an American living in London, I can understand the excitement of the new things to be discovered here. Thanks for sharing.
Beth
PS I’m so thrilled the Method is branching out in the UK. I’ve gotta pick some up…