So I was listening to this podcast the other day and I started thinking about all of the experiences I have been having with companies and their interactions with customers. This is going to be another one of those evolving and changing posts which might grow as I think about this a little more.
It is undoubtedly important to push the importance of the originality of a product or a brand, but on reflection I think the semantics of the word originality might have been misconstrued the message we are trying to communicate at times. This is totally personal, but to me originality has connotations of individuality, difference and uniqueness. In this sense, its a perfect word to use to express parts of the brand and its ideals. However as I have spoken to companies and listened to them discuss their marketing around originality, they have often spoken about quality, materiality and honesty.
in this context, it's interesting to think more about the word authenticity. I think some of the stories get a little lost with consumers because we're using some of the wrong words to communicate with them. Original is definitely a more powerful and engaging word in general, but authentic is truer to the communication of reliability, credibility and accuracy. I think this is some of the problem I have had in trying to communicate a metaphor for originality—I've been trying to do it for authenticity at the same time.