FAQ > 5) What Video Products Does SunPop Offer, Exactly? > What do you guys mean by "authenticity based message development?"
What do you guys mean by "authenticity based message development? "
"Authenticity Based Message Development" is simple.
We believe that truly good companies are best presented through conversational dialogue and real insight. The hype, half-truth and plastic smiles of yester-year aren't working so well anymore. Why? Because this generation has become deaf to ad-speak, blind to glossy facades, and numb to un-substantiated claims.
The Cluetrain Manifesto said it this way:
"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do. But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf. While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets literally too smart to buy it. However, employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets.
At SunPop, we've made it our sole mission to communicate your genuine value with an authentic tone that people identify with. It's taken the better part of a decade to get it right, but through the SunPop process, you can finally get a production that is coordinated enought to hit the mark, and flexible enough to draw out those authentic bits of humanity that set our work apart.
Through SunPop's proprietary framework, the client and the studio work towards a powerfully authentic message that connects you to prospective customers... "Authenticity Based Message Development"
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Last updated on May 8, 2009 by SunPop Studios