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.

Art, Beer, and Altered Brand Perceptions

by Tammy Derrigan March 23, 2011 Archivisti

I recently became fascinated with citrus crate labels, in use from (roughly) 1880-1955 to differentiate the many growers and packers. A particular label, circa 1910, made me think of Blue Moon beer. The vintage artwork has a unique provenance that would lend a layer of richness and detail that would certainly speak to the Authenticity Consumer interested in Americana.

Jack White: Keeping Things Old School

by Tammy Derrigan March 10, 2011 Archivisti

Jack White is prolific producer with the aesthetic sensibilities of a museum curator – and the heart of an experiential marketer. His newest venture, a record store on wheels, allows the uninitiated to touch and smell actual vinyl, hear the difference, and feel the magic of a record store.

Converse: Rock ’n’ Roll Medici

by Tammy Derrigan October 22, 2010 Influencer Marketing

Because Converse shoes are well made, inexpensive, and come with a super-sized I-don’t-give-a-**** vibe free in every box, they’ve been favorites of the young and the restless for decades. Do a little shoe gazing at Bumbershoot, SXSW, ACL or NoisePop and you’ll see them everywhere, including the stage. Deep in the heart of the creative wilds of Williamsburg, Brooklyn, Converse is building their best venture yet.

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