In a world of knockoffs, counterfeits, and pirated intellectual property, consumers are hyperaware of fakes. And their nose for the ersatz isn’t limited to the purchase; it extends to the entire marketplace experience. Whether they’re shopping for products or services, say James H. Gilmore and B. Joseph Pine II, co-authors of Authenticity, your audience is looking for something “real.”

And that means something that resonates with the customer on a personal level. “What they buy must reflect who they are and who they aspire to be in relation to how they perceive the world,” say the authors, “with lightning-quick judgments of ‘real’ and ‘fake’ hanging in the balance.”

The hunger for authenticity is fueled by an ongoing shift to the “experience economy,” where a well-priced product or service isn’t enough. This latest analysis of the marketing scene is full of examples of products and brand images that succeed — or fail — at resonating with their customers. An obvious candidate is the original “real thing” itself, Coca-Cola. Why, ask the authors, did the “New Coke” fail? It passed the taste test, but it wasn’t the original real thing at all.

Running throughout the book is an intriguing discussion of the attributes of the fake and the real, including a real/fake matrix. (Can there be a “fake fake”?) Included is plenty of advice on how to determine whether your business is authentic, and if it’s not, how to move it from fake to real. Here are some of the authors’ pointers on keeping your business “real real”:

• Study your heritage. Define yourself by your unique history.
• Ascertain your brand positioning strategy. Understand where you are now.
• Locate your trajectory. Determine your direction and speed.
• Know your limits. Steer clear of positioning that you can’t achieve.
• Zoom in on your zone. Go for goals that are challenging, but achievable.
• Scan the periphery. Keep a 360-degree eye on the competition.
• Affix the future. Formulate an authentic strategic communication intention.

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