Authenticity: Is it real or is it marketing??

1. Authenticity:
Is it real or is it marketing??
Novelia Asita Mranani
I Putu Septian Adi Prayuda

2. New Person, New Style!
• Gordon McMaster as a CEO of Hunks Engines
• Marty Echt as a new VP of marketing
• Paula Marchesi as a director of promotions, did not
really like working with marty
• Carla Meyer as a head of marketing communication
• Pete Richard as a head of PR group
• Matthew Wyck as a head of digital marketing group
• Fiona Napoli as a writer in the communications
group

3. Marty too Salty
• Some very good people in the marketing
department felt out of place
• Employees throughout the company who had
done terrific work for years were feeling
dismissed, censored, marginalized
• There had even been complaints about
Marty’s use of salty language in the office

4. Hunks Lost Authenticity
• Marty sees that sales are down.
• He concludes that the Hunsk motorcycle
brand is no longer vital because the brand has
lost its authenticity.
• The problem is that Marty believes that he
needs to change the Hunsk organization
itself, not just the conventional marketing
functions.

5. Marty’s Question
“How can we be an authentic
company if we have marketing
people who refuse to even be a
passenger on one of our bikes??”
Marty want Hunks “go back to the roots!” Be an
authentic company, not just a company that
have authentic brand.

6. Authentic Brand
• Some would consider authenticity to be
concrete or objective, rooted in the nature of
the product, but increasingly it is seen to be
existential, or based on the consumer’s
subjective experience (Kolar and Zabkar 2010).
• Other approaches are also used for
categorising authenticity, including indexical
(innate in the product) or iconic (symbolically
representative) (Grayson and Martinec 2004).

7. Elements of Authentic Brand
http://360comm.com

8. Authentic Organization

9. Brand VS Organizational Authenticity
Brand Authenticity depends on consumers’ perceptions of a product.
For a brand, authenticity is the perception of ‘real’ness. Hunsk motorcycles no
longer feel real. The product/brand has lost its authenticity because consumers no
longer experience Hunsk motorcycles as real. They feel a disconnect between what
they experience and what they expect or hope to experience. Marty’s challenge is
to restore (customers’ perceptions of) the product’s authenticity as they-the
customers- experience it.
Organizational Authenticity depends on stakeholders perceptions of the
congruence between who the organization is, how it presents itself, and how it
acts. An organization isn’t authentic when it has the same attributes as its brands.
It is authentic when its identity, image and action are congruent.

10. Branding is A Creative Process
• Brands/products do not automatically inherit the
qualities of the organization’s identity. The
attributes of a brand are not derived or directly
descended from the organization’s identity.
• The attributes of a brand are designed in
through the marketing process.
• Brand authenticity is ‘rendered’ through skillful
marketing.
• Organizational authenticity is sustained through
skillful management.

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