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Original illustration by Ruxandra Șerbănoiu

As humans, we yearn for authenticity. In our personal lives we gravitate towards those we perceive as genuine, and equally, we keep at arms length those we feel ‘aren’t being themselves’.

While defined as the genuine original, authenticity in marketing is actually more a perceived quality rather than the real thing, communicated in the way that something looks, feels or acts ‘authentically’ on screen.

We’re told that audiences value this kind of authenticity most, especially in an age where consumers can easily access other ‘authentic’ narratives through their social networks. …


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Original illustration by Ruxandra Șerbănoiu

In content marketing, campaign objectives are the entry requirements of every story we create. Objectives need to be delivered on and stories often need to be bent (gracefully) to better hit those objectives.

At the same time, we also have a powerful commitment to engage the audience. We know audiences value authenticity and transparency, and we know that while brand integration is largely the norm in content circles, it’s easy to step too far and sacrifice authenticity for brand fit.

In our work as a video agency, it’s not uncommon to get feedback on edits requesting a greater role for brand in the stories we make. It often comes in the form of particular sound bites asked to be added or given more prominence. This is presumably to better hit brand objectives and to strengthen links between product and story. …


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Thinking is a powerful force. How we think leads to technological advancement, competitive advantage and new innovative ways of working through problems and developing solutions.

Similarly, telling stories of thinking can inspire our co-workers to follow our lead. More persuasive than information, stories about thinking can make us feel part of a larger company momentum, which motivates us to want to take part.

Most of all though, we need stories that feel like thinking.

Spend any time in a school classroom and you will see the makings of a story about thinking. In secondary schools, teachers draw out the internal machinations of thinking in order to shape, develop and direct positive habits in students. …

About

Mark Welker

Mark Welker is an award winning short fiction writer, filmmaker, day dreamer and company director at video agency Commoner.

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