Why authentic marketing is hard (and how to make it easier)

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Why authentic marketing is hard (and how to make it easier)

This commentary can be found originally at Sustainable Marketing Blog by Peter Korchnak. Better triple bottom line.
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The 3BL Media blog roll is a select list of the most influential, respected, and authoritative voices in corporate social responsibility. Compiled from the 3BL Media staff’s extensive contacts with longtime CSR commentators, these bloggersoffer relevant news, opinions, and ideas about all things CSR in one convenient place.   

Wednesday, September 16, 2009 - 10:46am

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authentic, adj. = of undisputed origin, genuine; reliable or trustworthy

You hear the advice everywhere these days: Be authentic! Practice authentic marketing!

To be authentic is to be grounded in reality, to be real, to be yourself. If you’re authentic, you really are who you say you are and who others perceive you to be. If you market your business authentically, you represent yourself truthfully, genuinely. This is particularly important in sustainable marketing.

That calls for authenticity circulate through marketing conversations tells me there’s a need; a gap exists between who you are and how you market yourself or your business. Why is that? Why does anyone have to be reminded to “be yourself”? Why is authenticity in marketing so hard to accomplish? What can you do be authentic and practice authentic marketing?

The authenticity gap explained

 

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Keywords: CSR | Consumers | Corporate Social Responsibility | Corporations | Green | Peter Korchnak | Sustainable | business ethics | social

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CONTENT: Blog

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