Joseph Pine: What Consumers Want 2004
Pine, a well known author and consultant, discusses the shift that technology promised from purely mass consumer experiences to “authentic” experiences, in which our relationships with brands would become a new kind of commodity. He questions the notion that experiences and relationships can be “inauthentic,” years before brands had to grapple with this concept themselves in social media customer care and marketing, and he points to new ideas of authenticity as a basis for brand growth. Filmed the same month that Facebook initially launched, and long before Twitter existed, Pine’s insights are fascinating in retrospect. The ability of brands to construct their own realities has been seriously diminished by social media, and how brands react today, says a lot about who they are.