This work offers a summary of the book "AUTHENTICITY: What Consumers Really Want" by James Gilmore and B. Joseph Pine II.
In this modern world of mass consumerism, buyers are often faced with endless selections of similar products or services all crying out for attention. Ultimately, what creates customer and brand loyalty is a positive consumer experience. People steer clear from companies that seem fake in favor of those they can trust and which leave them with positive memories. Pine writes "authenticity will increasingly become the lens through which consumers view companies." Pine and Gilmore warn against 'pseudo-offerings' and fake authenticity. They argue that a successful brand must not just appear sincere and authentic, it must actually be authentic too.
Whilst reviews of Gilmore and Pine's original book often describe it as a difficult and sometimes disorganized read, this summary condenses their thought provoking dialectic into an extremely approachable and manageable format. The summary begins with a flow chart of the factors affecting authenticity, including an innovative 'authenticity matrix'. It is a fascinating read which will help you to measure the authenticity of your company and find ways to improve and sustain its authenticity.
