Branding Value Now Advertising,Brand Identity,Branded Adventures,Green & Environment Lost in a Waking Dream: “Finding Authenticity”

Lost in a Waking Dream: “Finding Authenticity”

Have you ever woken up from a dream, drenched in sweat, just sucked back from a twilight zone- type nightmare, wherein things are happening so fast around you that it’s all you can do to not let the winds of change snatch you up in a cyclonic torrent and sweep you away into the abyss? The scary reality is that it’s not necessarily a dream after all. The rate our human culture expels and disseminates information has increased exponentially in the last 10 years and not unlike the proverbial boulder tumbling down the hill, doesn’t look like there is a way to stop it. This sounds quite ominous, but the argument of “too many choices” vs. the celebration over “more choice” is the crux of the matter at the end of the day. It becomes hard to be selective of blogs media, computer programs, jobs, jargon and all the other shades of gray that make our postmodern human world at present. It seems that the increasing popularity/necessity of an individuals’ search for self has become and cultural phenomenon.

To give you a better understanding of the “inundation factor” here are some factoids from The Naked SEO Guide on

  • The Top 10 Jobs in demand in 2010 didn’t exist in 2004
  • Nintendo invested 140 million dollars into R&D in 2002, twice the federal government spending on education innovation.
  • More than 3000 books are published daily.
  • The amount of technical information is doubling every 2 years.
  • A week of the New York Times contains more new information than the average 18th Century person read in a lifetime. []

It’s easy to see that this sense of “identity” is becoming a chased priority. “Searching for Self” is proving as important in business as it is in one’s own personal life. How do you define your business’ ideals, intent and practices amongst a sea of competitors with a playing field leveled by the global reach of the internet? It is indeed daunting. For instance, the Conscious Branding message of jungle [8] allows it to focus on businesses that attain and maintain a set of ideals that align with a sustainable and livable environment. In essence, a return to a culture of ethically based choices whether environmental, philanthropic, or just plain “for the good of humanity.” The last of those choices doesn’t have to denote a lack of profitability, but in fact the opposite, as it bases that profitability on choices that benefit mankind as a whole.

How does your sense of “self” align with or separate you from the entities around you? How do you reconnect to your business’ authenticity in order to transcend basic catchy marketing, but rather project the heart of your core belief systems and ethics? If you are getting lost in the details, sometimes the simple answer is the best and most direct one. The complicated part is learning to simplify.

Leave a Reply

Your email address will not be published. Required fields are marked *