Comments on: You don’t have to ‘live the brand’ to give the brand http://AuthenticOrganizations.com/harquail/2008/02/22/you-don%e2%80%99t-have-to-%e2%80%9clive-the-brand%e2%80%9d-to-give-the-brand/ aligning identity, action and purpose Fri, 12 Mar 2010 16:57:12 -0700 http://wordpress.org/?v=2.8.4 hourly 1 By: CV Harquail http://AuthenticOrganizations.com/harquail/2008/02/22/you-don%e2%80%99t-have-to-%e2%80%9clive-the-brand%e2%80%9d-to-give-the-brand/comment-page-1/#comment-6 CV Harquail Wed, 27 Feb 2008 14:16:40 +0000 http://AuthenticOrganizations.com/harquail/2008/02/22/you-don%e2%80%99t-have-to-%e2%80%9clive-the-brand%e2%80%9d-to-give-the-brand/#comment-6 Donna- It's interesting, isn't it, that the best place to document the 'fake'ness of certain brands is on individuals' blogs-- you really *can't* find mention of it in the mainstream press. I'm not sure why this is-- some might say it's because magazines etc. rely on advertising, and certainly the 'surfwear' market is a huge advertiser. A scarier possibility is that maybe most people don't think it's wrong, and thus it's not a story. Hmm. You also remind us of something that I didn't mention in my post, and that is that many of these brands present themselves as authentic by using imagery by and of real, authentic participants. The imagery looks and is 'real', but their use of it is theft. I'm going to think more about that idea, that stealing presentation and imagery from real participants is a way to steal authenticity. Thanks for your thoughts! CV Donna- It’s interesting, isn’t it, that the best place to document the ‘fake’ness of certain brands is on individuals’ blogs– you really *can’t* find mention of it in the mainstream press. I’m not sure why this is– some might say it’s because magazines etc. rely on advertising, and certainly the ’surfwear’ market is a huge advertiser.
A scarier possibility is that maybe most people don’t think it’s wrong, and thus it’s not a story. Hmm.
You also remind us of something that I didn’t mention in my post, and that is that many of these brands present themselves as authentic by using imagery by and of real, authentic participants. The imagery looks and is ‘real’, but their use of it is theft. I’m going to think more about that idea, that stealing presentation and imagery from real participants is a way to steal authenticity.
Thanks for your thoughts! CV

]]> By: Betty Belts http://AuthenticOrganizations.com/harquail/2008/02/22/you-don%e2%80%99t-have-to-%e2%80%9clive-the-brand%e2%80%9d-to-give-the-brand/comment-page-1/#comment-5 Betty Belts Sat, 23 Feb 2008 02:04:38 +0000 http://AuthenticOrganizations.com/harquail/2008/02/22/you-don%e2%80%99t-have-to-%e2%80%9clive-the-brand%e2%80%9d-to-give-the-brand/#comment-5 Thanks for referring to my blog in your brand authenticity article. I'd heard the Havassey story and many others about their exploitation of people in the surfing world and small designers to help reinforce their brand, including the use of images of true surf icons without their permission in their advertising, which they turned around and dubbed "editorial", thus freeing them to get away with it. It's really interesting that none of that can be found in the press. I'm adding your blog to my links and would be super stoked if you'd add mine to yours, if you want to! Smiles and Aloha, Donna Thanks for referring to my blog in your brand authenticity article.

I’d heard the Havassey story and many others about their exploitation of people in the surfing world and small designers to help reinforce their brand, including the use of images of true surf icons without their permission in their advertising, which they turned around and dubbed “editorial”, thus freeing them to get away with it.
It’s really interesting that none of that can be found in the press.

I’m adding your blog to my links and would be super stoked if you’d add mine to yours, if you want to!

Smiles and Aloha,
Donna

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