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  • Marketing

    The new authenticity

    Apr 08, 2018 5 minutes

    Every modern marketer is aware of the three emotionally charged steps required to transform a company’s target audience into its most vocal ambassadors: Know. Like. Trust.

    Since the dawn of time, people have been buying products and services in exchange for what they deem to be of value – whether camels in exchange for a bride or the latest Louis Vuitton handbag in exchange for a portion of their salary. We have been brought up on a model of marketers making people aware of what a business has to offer, encouraging rapport or likeability to prompt transaction and, finally, creating an experience within that transaction that imbues trust between giver and receiver. A new technology is set to shift this modus operandi, removing the need to ‘trust’ any company or business with technology that makes authenticity inevitable. Welcome to the world

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