”Why should people buy these expensive coats?” “Well Brian, we think people are really looking for authenticity…”. “But in these days of austerity aren’t you taking a big risk?” “Well Brian we think authenticity is really what people want to pay for these days.” “But if they can save money do you think people…?” “It’s all about the authenticity Brian, these are Authentic Made In Canada Coats.”
Ahhhh -- a cautionary tale for us all! Or in other words -- when 'authenticity' goes bad.
Here's the deal: authenticity is NOT the message, it's the outcome. It's the result. It's the goal. 'Authenticity' is not what makes these coats unique -- it is something else and that is what the company needs to articulate.
The way this company is using the word 'authenticity' is just so much hyperbole. It's at the same level of saying "We are great! Our coats are great! Buy them because they are great! They are great because we are great!" Oh please.
Read this short post with more insights from the author, and please, never ever do what this company is doing. Good grief -- what are they thinking?? Well, obviously they are not....