Hasta La Creative!

John Grant, author of “The New Marketing Manifesto,” states that “Authenticity is the benchmark against which all brands are now judged.”

While authentic marketing starts from within, marketers are finding themselves stuck on how to deliver their company’s core ideals — from creating a consistent brand experience and message, to staying true to the organization’s origins, to delivering on a brand or product promise. All are valid reasons, but perhaps there is another challenge at the core that goes unnoticed — something that inhibits the organization’s ability to be “real.” It’s a problem that seems simple in form, but is difficult to detect and correct.

Yes, it is the senior executives, marketers, sales folks and service people who are the challenge. The employees themselves who, as humans, are uniquely influenced by their own perceptions, biases and motivations that inhibit an organization’s ability to be authentic. Here are a few examples:

Continue reading at AdAge.com