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Making Millions vs Authentic Connections, GoPro
| Authenticity Report
This week, we explore:
→ Making Millions vs. Authentic Connections
→ GoPro: Capturing Our Moments
→ Curated insights in Authenticity Roundup
btw → Join the conversation on Linkedin - Follow Us!
What role does Authenticity play in your daily life?(Choose One) |
illustration: vectorjuice / freepik
Marketing Millions vs Authentic Connections
We recently had an eye-opening chat with a high-ranking executive from a well-known beverage company. Despite splurging millions on marketing campaigns, they're scratching their heads over why their brand isn't doing well on the Authenticity 500 Index.
This is a problem we see a lot in the business world – companies pouring loads of money into advertising but still falling short when it comes to connecting with customers.
This isn't just an issue for beverage brands; it's something many companies face. It makes us wonder why some brands struggle to come across as genuine to their audience, even when they're spending more than their competitors.
This puzzle reminds us that authenticity can't be bought – it has to come from the heart.
This challenge of being authentic isn't something that only a few companies deal with; it's something most businesses grapple with. It shows us that being authentic is about more than just fancy ads or catchy slogans. It's about living your values, connecting with people on a real level, and consistently delivering on your promises. Brands that manage to do this not only move up the Authenticity 500 Index but also build strong bonds of loyalty and trust with their customers.
So, how can brands close this gap? It starts with honest soul-searching about their values, mission, and deeds.
In the future, we'll explore this topic further in our newsletter, with more stories and examples from brands that have successfully gone down this path. Remember, authenticity isn't about how much money you spend but how deeply you connect with your audience. Keep an eye out for more insights and ideas about authentic branding.
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| Authenticity Roundup
This week's curated reads from web
image: Mariana Carvalho
personal
• How To Be Authentic In A World That Expects Us To Be All The Same?
In the quest to make a lasting impression on recruiters, many, especially women, wrestle with the challenge of being authentic in a world that often expects uniformity. The central message revolves around the idea that personal stories, even those viewed as weaknesses, can be potent advantages. Women, who may sometimes hesitate to share aspects like language skills or career gaps, actually possess valuable abilities gained from diverse experiences, which can make them exceptionally creative and innovative in the tech industry. Mentors are essential in guiding individuals to recognize their potential by encouraging them to embrace their true narratives.
Read More → medium
business
• Building Trust: Authenticity and Genuine Caring in Branding
While authenticity is crucial in branding, Greg Bryk, a renowned Film & Television Actor and Thought Leader emphasizes that it's incomplete without genuine care for the product. He believes that sharing the passion and excitement for a product is what truly establishes authenticity and fosters deep connections with consumers.
Read More → marketscale
education
• Intellectual Authenticity Is The New Face Of Holistic College Admissions
The shifting landscape of college admissions in the United States, marked by the decline of standardized tests, the prohibition of affirmative action, and increased scrutiny of legacy admissions, is ushering in a new era of holistic admissions. In this evolving landscape, the emphasis is turning towards evaluating "intellectual authenticity," which involves assessing applicants' genuine commitment to their intellectual passions. Qualitative measures of intellectual authenticity are becoming key criteria for universities to foster diversity of thought and perspective, shaping the future of college admissions.
Read More → forbes
business
• Beyond Authenticity: Cultivating Resilient Leadership in the Modern Era
In the pursuit of effective leadership, authenticity is just one piece of the puzzle. The next frontiers in leadership emphasize the importance of servant leadership, emotional intelligence, continuous learning, accountability, and adaptability in the modern era. To navigate the complex challenges of today's world, leadership must encompass a holistic approach that goes beyond authenticity and incorporates a blend of values, skills, and adaptability.
Read More → newsweek
sports
• Megan Rapinoe Ends Her Career Full of Authenticity, Activism and Trophies
Megan Rapinoe, a prominent figure in women's soccer, recently played her final match for the United States women's national team. Her career was distinguished not only by her soccer achievements but also by her commitment to authenticity, activism, and her ability to overcome criticism and adversity. Rapinoe's influence extended far beyond the soccer field, making her an exceptional and influential personality in the sports world. Throughout her journey, she encountered challenges and faced criticism, but she remained a symbol of resilience, determination, and positive change.
Read More → cbs sports
pop culture
• Dancing with the Stars Hosts Embrace Authenticity in New Season
"Dancing with the Stars" hosts Alfonso Ribeiro and Julianne Hough are excited about the new season and advise contestants to embrace their authenticity and let their true selves shine on the dance floor. They emphasize that it's not about being perfect but about sharing their stories and taking the audience on a journey with them.
Read More → abc ny
Check Out Past Reports
authenticity 500
#36 GoPro
GoPro born in 2002 from the ingenuity of Nick Woodman, an avid photo and video aficionado, redefines the way we capture and share life's adventures in immersive and exhilarating manners. Fuelled by a genuine passion for pushing boundaries, GoPro has evolved into a symbol of boundless creativity and empowerment.
From its humble origins in capturing surfing escapades, GoPro's remarkable journey resonates with authenticity, engaging a global community of followers and fans who share a common ardor for living life to the fullest. With an unwavering commitment to innovation, GoPro's products empower individuals to authentically document their experiences, making every moment an opportunity to inspire and be inspired.
FROM OUR COMMUNITY
"It seems like the company lives and breaths their product. Also love seeing how they empower different youtubers to create content with their product. They seem to actually want to see their product being used vs just selling a lot." - Rich W.
"GoPro is authentic because the company's value proposition is unique in that it was the first to microsize a mounted camera to capture life's moments that previously were not a target application for conventional cameras. " - Stevie R.
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