Authenticity Above All

Maybe I am just getting older, or maybe I am actually learning/observing, but it seems as though marketing has taken some pretty drastic changes during my lifetime. From the increasing (and many times seamless) product placement, to defining exactly what irrational attributes are enticing to buyers, to messaging on an unbelievably personal level; it seems there is a growing need for marketers to be more subtle, rather than more upfront, to grab our attention in this world of advertising overkill. The recurring theme, determining why some efforts are massive successes, and others tremendous failures, lies in authenticity. Much like defining or trying to imitate “cool” (which many times, is something authentic in it’s truest state), people can very easily sniff out who is trying too hard, imitating something (poorly), or simply out of place.

This seems to be where the “magic” of marketing comes into play. Success comes either from integrating seamlessly with what is authentic to the consumers (take the Absolut Hunk example), or not hiding any of your motives, but still creating an authentically worthwhile product (BMW’s films). Failure would come from straying from these principles, and merely feigning authenticity (see the Pontiac commercial posed as 2 hour made for TV Movie). The best laid plans of mice and men often go awry….

Similar to Malcolm Gladwell’s piece in Blink, Dr. Rapaille (and his 3-stage technique) is intent on finding out the underlying, possibly subconscious reasons consumers’ act the way they do, and gives very limited credence to what respondents actually say. I’m sure most of his study subjects would agree, irrational is a much kinder adjective than ignorant. Starting by asking test subjects to actually espouse what they think and feel (Dr. Rapaille believes it is important to appeal to their egos and logic), the next phase is an attempt to confuse the subjects, followed finally by exercises geared towards bringing out what the underlying, frequently undiscovered factors are in decision making. These results, what he would call the reptilian code, are what attracts us to a given product or service, like bees to pollen. According to Dr. Rapaille, it is no surprise the Hummer enjoyed such great success (before environmental and monetary concerns destroyed it and SUVs in general), as the reptilian code for buying SUVs would lead us to the largest, most powerful and frightening vehicle on the road.

The Song Airlines experiment was like watching a train wreck as it was happening. I have always been under the impression that business travel is a major income for all airlines, from the Southwest Airlines of the world to the American Airlines and Uniteds. Choosing an ideal customer base and segment that did not fit that is fine, but a marketing strategy that would do nothing but isolate a major profit maker? And the authenticity? It seemed as though the marketing team honestly bought into the entire premise and were willing to back it 100% of the way, however anytime someone makes efforts to be different, simply for the sake of being different, it seems to backfire hard. The green people and the storefront lounge seemed undeniably odd (and unsuccessful). I do have to give Song credit for encompassing the Song lifestyle in all parts of the brand, however, from the company culture, to the consistent display of the lifestyle in advertisement and onboard. JetBlue has managed to incorporate a fun and unique lifestyle, and unique travel experience, while also appealing to a larger market, and frankly seeming more authentic and less gimmicky than the now defunct Song.