In the marketing field, it's easy to get carried away with brand theories and approaches, buzz words and insights. All incredibly helpful, if they are actually rooted in what's going on in the world, (be it the mainstream or the edges).
The trend towards "authenticity" gets bantered about often, but it's worth taking a moment or two to really understand the importance of the need to be genuine in not just brand communication, but actual business operation. So, here's my question, "Is your business operation actually authentic?"
I ask this because I had a little moment last night. Walking up Quay Street with Derick last night I was astounded by the number of tourists, all desperate to get a slice of the "real Galway" pie. Granted Galway has a rather impressive people to pub ratio, but why is it that some "teach tabhairne" are more desirable than others?
It's simple. In this world of over-hyped style and excessive glamor, sometimes it's the "umglammed" that stand out. In pub speak, it's the "old man" pubs that are the ones to check out if you want the authentic experience. Take Tigh Coili on Mainguard Street, Galway, for example.
It's the perfect mix of friendly, traditional and professional elegance. Everything from the furniture (particularly the historical pictogram created by the dozens of black and white photos on the wall) to the staff and "regulars", all come together to give off a sense of natural ease. Tigh Coili isn't TRYING to be something, it simply is SOMETHING - a real, Irish pub with character and charm - and it does that by staying true to its Irish values of down-to-earthness and friendless, and making sure its genuine love of Irish music is shared with all those that stop by for a pint or two.