Jan 3, 2012 1
During the interminable wait to get on a rescheduled flight to Tasmania I started idly flicking through my blog feeds.
More often than not I hit “mark all as read” rather than actually doing any reading.
But my eye was caught by a post by Steve Jones on the Fast Company blog titled Authenticity Vs. Perfection: How To Brand Like A Rock Star.
A lengthy excerpt from a book, my sleep-deprived, caffeine-addled brain skimmed most of it.
But the central thesis is one that has resonated with me since I started my journey into brand strategy in 2005.
Here’s my riff on it: humans are imperfect but imperfection lends individuals their character. It’s character, our unique mix of our perfect and imperfect qualities, that acts as our emotional magnet, attracting or repelling fellow humans. It could be said that the more honest we are about our mix of perfect and imperfect, the more authentic we’re being. And, in my experience at least, authentic people have deeper, more engaged and longer-lasting relationships.
And so it could be (should be?) with brands.
Because we want brands to be our best friends after all.