Imagined Authenticity

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Imagined Authenticity

  1. 1. Imagined <br />Authenticity:<br />Evoking a Manufactured Past<br />Scott Smith<br />Principal<br />Changeist, LLC<br />
  2. 2. Not everything is what it seems<br />Image: Flickr / PhilCampbell<br />
  3. 3. Insight:<br />With so much authenticity stripped from daily life in the past few decades, what represents “real” and “old fashioned” has to be either re-established or created new in the minds of the consumer.<br />In both look and feel, a new authentic “vibe” is being created, reimagining older shapes, textures and formulations, creating the artisanal look and feel, mixed with modern trappings. <br />From grocery “market” sections to restaurants lined with old photos and pseudo-heirlooms to revivals of old ways and formulations, consumers are increasingly wanting to be transported to that “other place” of imagined heritage and memory.<br />Reconnection<br />Experience<br />Social Currency<br />Return to Local<br />Image: Flickr / Scott.Tanis<br />
  4. 4. Mast Bros., Brooklyn<br />Church & State, Los Angeles<br />"The question becomes not whether its authentic, but who has the power to authenticate?" <br />Image: Draft Magazine<br />
  5. 5. “Ole Smoky Distillery has been around only since July (2010), but they’ve managed to capture the spirit that has imbued this region for centuries. From the “100 year old family recipe” that is the basis for their unaged corn whiskey, to the simple but gorgeous mason jars and 1900-era letterpress labels that hold their products, to the way that they manage to fit in on the Gatlinburg strip while still somehow maintaining an air of unblemished authenticity, Ole Smoky is doing things right. Every jar of their moonshine is every bit as much a product of local culture and spirit as it is a 100 proof spirit.”<br />~Thirstysouth.com<br />Ole Smoky Distillery has been around only since July (2010), but they’ve managed to capture the spirit that has imbued this region for centuries. From the “100 year old family recipe” that is the basis for their unaged corn whiskey, to the simple but gorgeous mason jars and 1900-era letterpress labels that hold their products, to the way that they manage to fit in on the Gatlinburg strip while still somehow maintaining an air of unblemished authenticity, Ole Smoky is doing things right. Every jar of their moonshine is every bit as much a product of local culture and spirit as it is a 100 proof spirit.<br />
  6. 6. The future of the imagined past<br /><ul><li>Craft ingredients
  7. 7. Experimentation and innovation
  8. 8. Growth of prosumers
  9. 9. Backgrounding of brands
  10. 10. Re-emergence of local specialties
  11. 11. Drinks as memories
  12. 12. The source is the importance</li></ul>Image: Make It Simple But Significant<br />
  13. 13. Contact:<br />Scott Smith<br />Principal<br />Changeist, LLC<br />ssmith@changeist.com<br />+1 336 509 8415<br />www.changeist.com<br />

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