Aside from the issues of truth and provenance we are increasingly struggling with as digital societies, it has a dimension that gives it what you might call a broad conceptual “footprint.” Long story short, you could really go down the rabbit hole on this. What we want to talk about here is why it’s important - if not fundamental - to us in the brand and creative services world.

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In the world of branding and communications, you could say authenticity spans a spectrum from “original” on one end, and “truth” on the other. It can be both physical characteristic and behaviour.

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Coca Cola’s marketing strategy over the years is a worthy demonstration of riding the line between these points. Its seminal “It’s The Real Thing” campaign of the 70’s demonstrates how you can be the original brown sugary drink since 1886, and also communicate that it creates a small piece of commonality between people in its consumption, bringing them together for a moment or two. Yes, true. The rest - buying a Coke to buy world peace - was just brilliant creative license that was timely and relevant at that point in history. The lyrics to the campaign’s seminal song say it all:

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The big point and lesson here - we believe - is this. You arrive at a Golden Moment when whatever authenticity you are projecting is truly felt. Then you are creating a space for your brand where connection, community and the notion of “contribution” (to our collective lives) can exist. Even for a fizzy drink. Think of what’s possible when you have real purpose.

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Getting there is something we are keen on at Golden. For us its about the process of applying real minds and curated thinking to uncover the Golden Truth in a brand or product -  the insight that births the potential and opportunity to be authentic. Authentic through ideas and authentic in the experiences it creates. Ultimately brand and product in perfect lock-step.

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We believe that through this process brands can arrive at ideas that are not only resilient, but also contribute to enriching our collective lives for the better. Making what we do as creative thinkers - well - real.

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