From the course: Graphic Design Tips & Tricks

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Capture connection with authenticity

Capture connection with authenticity

From the course: Graphic Design Tips & Tricks

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Capture connection with authenticity

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- You've heard me talk about authenticity. How important it is that your outside match your inside. That what you say as a marketer is who you are. How much advertising for how many products comes across as artificial? It's well staged, well produced, but we know it's not real. Paid models, paid actors, pretending. And even ads that use real people, we know they've been posed, they've been coached, all that. So, we dismiss it. And with it goes all the work, and time, and money that went into making it. And yet, real products are often liked quite genuinely. We share with our friends all the time, and we believe each other. So the question is, is it possible to capture that real-world connection in our marketing? A colleague of mine mailed me a paper catalog from Merrell, the footwear, adventure wear company, and I'd say Merrell has come really close to cracking the code. Not only is this about the coolest catalog ever,…

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