mountain-dew-brand-bae

Brand Voice Is Inherently Inauthentic

Cogent point from a Metafilter discussion of the Twitter account @brandssayingbae: (bae is slang for ‘my dear’ or ‘my boo’ and is an acronym for ‘before anyone else’)

“This is one of the many things about marketing that I find so stupid and so baffling. There’s so much talk in the industry about “authenticity”, yet the entire premise of the enterprise is inherently inauthentic. When you craft a made-up “persona” and “voice” through hours of painstaking statistical research, creepy data mining, customer profiling, spreadsheets, meetings, 60-page Word documents, and multiple rounds of review and debate and focus-grouping? When you pay some employee to play-act on social media as an anthropomorphized version of the ‘brand identity’ you thusly constructed? That’s the fuckin’ opposite of authentic. That’s like sociopath-level inauthenticity.

 

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About Andy Wibbels

Andy is an award-winning blogger and author of the book Blogwild! A Guide for Small Business Blogging. His work has been featured in The Wall Street Journal, USA Today, Entrepreneur, Wired, Business Week, Forbes, and other national and international media. He was worked at several San Francisco startups including Get Satisfaction, SAY Media, InMobi, Keas, and Mindjet. Currently, Andy is Director of Marketing at Lucidworks. Tw · Fb · G+ · Li

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