Authenticity Consumer

Authenticity, the new religion – Heritage, achievement, time honored, myth and craftsmanship are the hallmarks of authenticity. Products with provenance are relished and vintage style lionized. The brand’s core story is now the enduring currency the consumer craves.   Authenticity cannot be painted on. If you have it and aren’t using it, that’s unspent equity just sitting under the mattress. That equity has never been more valuable than today, and it’s Javelin’s mission to help brands invest that equity in the marketplace.

Millennials In Real Time

by Brad Carsten September 6, 2011 Archivisti

We see Millennials’ interest in Americana and their search for authenticity in brands in our work for clients and in our brand incubator experiences.

Converse Celebrates Their Consumers

by Tammy Derrigan August 23, 2011 Authenticity Consumer

Converse has done it again. Is there anything they do that isn’t dialed in to their demo and teeming with authenticity? We think not. Their latest commercial called “History Made and In The Making” celebrates the people – then and now – who made/make the brand.

Gnarly-Eye for the Normal Guy: Skateboard Marketing from a Skateboarder’s Perspective

by Will Massanet June 27, 2011 Authenticity Consumer

The skateboarding industry is covered head-to-toe in the bruises and broken bones of authenticity. Birthed out of rebellion and innovation, skateboarding’s forefathers set the tone for originality and the pursuit of progression, which still holds true today. If a brand is really going to be a skate brand, they must fully embody these ideals. For skateboarders, “game recognizes game”- we can smell a fake like a week-old pair of underwear.

Nike and Converse have done a great job entering an industry that doesn’t take too kindly to mainstream outsiders. They are great examples of how any brand – not just a skate brand – can curate their own authenticity to achieve relevancy and credibility with their target demo.

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