As I wrote in my previous post I did a quick introspection and thought about how to illustrate authenticity. My introspection suggested a time when sophistication was not the rule, when simple pleasures were still appreciated. In one word simplicity emerged as a synonymous for authenticity.

Strangely enough the “simplicity” dimension also emerged positively in clinical interviews I conducted for a client lastly. This theme was evoked by respondents on the service and on the product side.

On the service side simplicity was used to depict sincere exchanges, for instance with employees. Respondents were indeed looking for an alternative to careless and over-briefed employees who hide their lack of interest for customers behind appearances imposed by managers.

On the product side it’s more or less the “Slow Food” trend which dominates. Manufactured products are out and customers are searching for original and forgotten tastes, the tastes of their youth. While looking for pictures to express those feelings I found a series of photographs I took in a little “agrotourism” restaurant in Italy. “Agrotourism” relate to a popular type of restaurant in Italy which are typically held by non-professionals following the slow food principles (local food, local recipes). You go there because it’s inexpensive and because you can bet you will eat regional food.

My take:

Authenticity = simplicity.

This equation is pretty simple, however certainly not complete. But it gives a least a hint how firms can market authenticity and differentiate from their competitors. SME’s and larger corporations will also find herewith a way to re-connect to their clients.