Authenticity and Intimacy in Marketing

Anotações:

• A new form of content marketing?

1. 2/ (entity) strengths and weaknesses
   1. No defensiveness or self-aggrandisement
      1. PR
   2. Site, blog
2. 3/ (entity) goals and aspirations
   1. Site, blog
3. 4/ (entity) stand on issues and values (likes and dislikes)
   1. PR, CSR, campaigns
   2. Communicate: what is expected of (entity) and how is (entity) choosing to respond?
   3. Relational orientation (leader-and-follower)
      1. Guidance towards good objectives + emphasis on follower development

         Anotações:

         • e.g. approval and acceptance, embracing real, authentic self
         1. 12-19 years
            1. Bodily appearance and physical attractiveness
            2. Approval and acceptance
            3. Gender role conformity
            4. Individuation
            5. Autonomy
         2. 19-35 years
            1. Formulating and committing to an adult identity
            2. High risk of isolation
            3. Life transitions for young adults
4. 1/ (entity) personal history or key trigger events

   Anotações:

   • family influences, role models, early life challenges, educational and work experiences
5. Cadence
   1. regular and dependable event
   2. beyond "working hours"
6. process of self disclosure

1. self-disclosure
2. sincerity and truthfulness