Authenticity Beats Production Value (every time)

Production value a.k.a. gloss, shine or polish, is often all we see in marketing and advertising, but there's an unsung hero waiting in the wings ready to take center stage: authenticity. Imagine, for a moment, a world where glossy ads and polished pitches take a back seat to raw, unfiltered honesty. It's not just a theory—it's a winning strategy. How? Because it connects, resonates, and builds trust like nothing else. It's the secret sauce to not just attracting an audience but cultivating a community that believes in your brand.

Let's talk about a shining example of authenticity in action: Domino's Pizza's remarkable "Pizza Turnaround" campaign. Faced with a wave of criticism over the quality of their product, Domino's did something unprecedented. They didn't just acknowledge their shortcomings; they put them front and center in a bold advertising campaign. They launched that campaign with a video where the senior leadership at Domino's admitted to their customers that they had failed in their core mission to deliver good pizza and they promised to do better. They shared customer criticisms, no holds barred, and made a public commitment to overhaul their recipes and improve their customer experience.

But what set this campaign apart wasn't just the admission—it was the follow-through. This "Pizza Turnaround" campaign was a turning point, a new approach to marketing and that Ad Age later called "Radical Authenticity" and it resonated with consumers that had grown sick of half-hearted apologies from major institutions like banks after the great recession.

Ultimately, Domino's revamped their menu, improved their ingredients, and transformed their product. They then invited skeptics to taste the difference. This wasn't just a marketing campaign; it was a public journey of improvement and accountability. The result? In the 10 years after they launched their "Pizza Turnaround" campaign Domino's added more than 6000 stores globally and increased revenue from 1.4billion to 3.5billion leading to a 5x increase in net income. I think it's fair to say that Domino's proved that authenticity doesn't just beat production value—it obliterates it.

I believe in the power of being relentlessly authentic. It's not just a tagline for Legendeering; it's a directive that shapes everything I do. Why? Because authenticity fosters a sense of belonging and trust that glossy ads and scripted messages can never achieve. It's about being real, admitting flaws, celebrating successes, and, most importantly, always striving to do better. We live in a world where we are bombarded with content from all sides, at all times, and authenticity cuts through the noise. It tells your audience, "We're in this together." It transforms customers into community members—loyal, engaged, and passionate about your brand.

So, how can you leverage authenticity to strengthen your relationship with your community? Start by looking inward. Assess your brand's values, mission, and practices. Are you being as transparent and honest as you can be? Are there areas where you could be more open about your challenges and how you're addressing them? And, engage with your audience. Seek their feedback, listen to their concerns, and, most importantly, act on what you learn. Show them that their input directly influences your decisions and improvements.

Finally, share your journey. Don't be afraid to show the ups and downs. Celebrate your victories and own your setbacks. In doing so, you'll not only humanize your brand but also inspire loyalty and trust that no amount of production value can buy.

How will you embrace relentless authenticity?

How do you Legendeer?

Tom