The Search for Authenticity

As I mentioned in a previous post, I am just 'cracking the cover' on Authenticity: What Consumers Really Want by James Gilmore and B. Joseph Pine. The book(I have read only a chapter so far) is an extension of their book The Experience Economy.

The book's basic premise is that consumers(individuals and enterprises) buy goods and services that are consistent with their self image(ie certain people are OK with being identified as 'Walmart shoppers', while others like to be associated as a 'Starbucks person'(funny because there has been two fronts formed in the Boston area between Dunkin' Donuts and Starbucks coffee drinkers).

In the events business, how does this translate? I believe that events must become valuable experiences to survive, but is authenticity just a synonym for value while presenting an experience which is consistent(or improving) one's self image? Obviously authenticity also speaks to whether the promise(perception) equals the reality of the product or service, and is connected to the ROI of attending or sponsoring an event.

I believe ultimately that authenticity relates to having a consistent brand that doesn't change over time, or if it does change only to add value('new and improved').

Can one still buy bars of Ivory Soap? Must get down to the supermarket and check. My own grocery shopping habits are instructive perhaps. I buy the bulk of my groceries at Market Basket(which is the low cost supermarket chain in Central and Northern New England), but buy my meat and eggs at Whole Foods(a legacy while I was with my ex-wife the Nutritionist). I am happy with both and feel both to be authentic, and both are experiences-one more pleasant than the other.

I look forward to continuing the book and will keep you posted...