designing ebooks and other fun things


Authentic marketing, Italian style.


Whenever I think of authentic marketing, the seal of authenticity comes to mind.
It’s a seal used here in Italy to designate gastronomical specialties that correspond to the very highest standards of genuine, authentic food. No chemicals, no additives. Just good old-fashioned traditional Italian food. Recipes passed on from grand-grandparents; crops grown with the help of soil, sun, and water — nothing else.


Not that the process matters much. But the taste does.

This stuff is special.

Mozzarella cheese so fresh and soft that it melts as soon as it touches your tongue.

Wines that give off a faint smell of Tuscan summer evenings – rich, velvety and deep.

Violet artichokes that grow only in certain regions and conditions, that thrive in their home soil – and nowhere else, and that turn out perfectly even in the hands of imperfect cooks.


One taste, and you are hooked.

And guess what? You can find that same perfect taste by looking for products with the same seal of approval. Again and again.

Every single batch goes through a strict quality control before it gets that seal.

Every. Single. Batch.

And if it doesn’t pass, it doesn’t get the sign. Simple as that.

There is no “Our sincere apologies but there may have been some sour grapes that fell in with the good ones while we weren’t looking because we were really really worried about our sick brother – but it’s still pretty much the same kind of stuff as always. Sorta.” seal.
No “The cow had a headache so this cheese might not taste as great as usual” seal.



It’s either got that seal of approval or it doesn’t.

No excuses. No bullshit.


Maybe I simply haven’t been around long enough.

Maybe I am missing the point behind sharing your woes with your customers.

Maybe I really don’t get that whole authentic marketing definition.


But to me, it’s really really simple:

Delivering the quality you promise to your customers every single time is as authentic as it gets.

Telling them why you can’t do that is not about being authentic, it’s about not being able to keep your promises.

And if that’s your authentic self… well, I don’t know about you, but I wouldn’t exactly choose to make that into a mission statement. Working to change that, however, could be a very good starting point.

Talking about it isn’t helping you or them. And, quite possibly, it also uses up the energy and effort that could have gone into delivering that very quality. Or at least getting closer to it.

Just some food for thought. Pun intended.

This lazy Sunday afternoon reflection has been inspired by this post on authentic marketing from Jenny Bones. Go read it, it’s brilliant.

4 Comments on this Post.

  1. Lisa –

    What a brilliant piece! You are right on target about sharing your woes is not a good strategy for authenticity, it’s TMI.

    Enough said.

    • lisa

      Thank you Nancy, and what a perfect synopsis!
      Enough said indeed.

  2. I agree, and don’t have any more to add. Other than it is a beautifully written piece.

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