Authenticity: it's the little things that matter

As some of you will know from a previous post, I’m a big fan of comedian and regular Now Show contributor, Marcus Brigstocke. It was therefore with a great sense of anticipation that I took delivery of his first live stand-up DVD, Planet Corduroy, this week.

I’m pleased to say it didn’t disappoint. In fact, I was pleasantly surprised and impressed even before I’d viewed any of the material…

The DVD was packaged in a way I haven’t seen before – an exclusively cardboard design with absolutely no plastic parts, 100% biodegradable, with the DVD simply resting on a little cardboard insert.

Why do I bother to bring this up? It just struck me as a great example of how even the smallest details can have a tremendous impact on people’s perceptions.

Would the material have been any less funny had the DVD been packaged in the conventional way? Of course not.

But when his routine hits the topic of global warming, the fact that it isn’t (as David Taylor might say) adds some extra “sizzle” to the already excellent “sausage”. Whether or not you agree with his politics, you can’t doubt the authenticity of his ire, and that’s a key ingredient of the Brigstocke “brand”.

Of course, authenticity – trustworthiness, genuineness, undisputed credibility – is key to any successful brand. What’s interesting to me is the thought that literally everything you do, however small, can have the power to enhance or erode it.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s