Be true to yourself Week 1
Learning goals
You know of which elements an organisational/cooperate identity
consist.
You know what authenticity is, how the grasp it and which
elements contribute to an authentic perception of an
organisation.
You can shape the identity and brandpolicy of an organization,
resulting in an authentic perception of an organisation.
You are familiar with ethics in marketing communication and
branding and you have learned how to make decisions
accordingly.
Welcome to Be True To Yourself,
the course that discusses authenticity and it's perception. You'll learn to
analyse and describe the brand identity of organizations and the role
authenticity plays in positioning in the market. You'll learn to graps the
abstract idea of authenticity using theories and theoretical models in order to
assess them.
At the end of the course there will be an exam in which you will work on a
case. In this exam you need to analyse and evaluate different course topics.
- To ‘analyse’ something means that you need to show in your answer that
you understand what the case is about, and how this information relates to
what you have read in the theory. Therefore, when you analyse something,
you need to make connections with the theory from the lessons of Be True
and draw a conclusion based on your understanding of both the theory and
the case.
- To ‘evaluate’ something means that you need to show in your answer that
you can judge the information in the case from a theory-based perspective.
You can consider the actions in the case in a normative way: something is for
example strong, weak, good, bad, effective, ineffective, etc. You can give
ART DIRECTION
arguments for your standpoint; arguments that are based on the theory from
the lessons.
, Be true to yourself
THEORETICAL MODELS IN THIS CLASS
Real-fake, fake-real?
Genres of authenticity
You can use this idea to evaluate whether something is authentic to you or not.
You can categorize something (for example a brand) in one of four categories.
FF: Shell CO2 neutraal kan ff zijn, maar als ze dit echt doen, dan is het RR.
Is it true to itself?
This question examines whether a product, experience, or service remains
faithful to its core identity and values, ensuring consistency in what it represents.
Is it internally aligned? For example, an organic product must strictly adhere to
organic standards without deviation.
Is it what is says it is?
This aspect assesses the transparency and honesty of the product or
ART DIRECTION
experience. It ensures that what is presented aligns with reality, avoiding any
misleading information. A brand promoting sustainability, for instance, must
genuinely uphold and prove its commitment.
, Be true to yourself
GENRES OF AUTHENTICITY
You can use this idea to analyze how brands try to convey authenticity.
Influential: netflix serie, maar ook patagonia --> calls people to join for higher purpose/cause
Referential: bertoli sauce/conimex (italie en indonesie)
Exceptional: luxe (hotel, balenciaga)
Original: (Apple (claimen dat je vooroploopt en jouw kopers ook)
Natural: natuur komt naar voren (bv mango wordt geplukt in de jungle: mazaa drink)
ART DIRECTION
Learning goals
You know of which elements an organisational/cooperate identity
consist.
You know what authenticity is, how the grasp it and which
elements contribute to an authentic perception of an
organisation.
You can shape the identity and brandpolicy of an organization,
resulting in an authentic perception of an organisation.
You are familiar with ethics in marketing communication and
branding and you have learned how to make decisions
accordingly.
Welcome to Be True To Yourself,
the course that discusses authenticity and it's perception. You'll learn to
analyse and describe the brand identity of organizations and the role
authenticity plays in positioning in the market. You'll learn to graps the
abstract idea of authenticity using theories and theoretical models in order to
assess them.
At the end of the course there will be an exam in which you will work on a
case. In this exam you need to analyse and evaluate different course topics.
- To ‘analyse’ something means that you need to show in your answer that
you understand what the case is about, and how this information relates to
what you have read in the theory. Therefore, when you analyse something,
you need to make connections with the theory from the lessons of Be True
and draw a conclusion based on your understanding of both the theory and
the case.
- To ‘evaluate’ something means that you need to show in your answer that
you can judge the information in the case from a theory-based perspective.
You can consider the actions in the case in a normative way: something is for
example strong, weak, good, bad, effective, ineffective, etc. You can give
ART DIRECTION
arguments for your standpoint; arguments that are based on the theory from
the lessons.
, Be true to yourself
THEORETICAL MODELS IN THIS CLASS
Real-fake, fake-real?
Genres of authenticity
You can use this idea to evaluate whether something is authentic to you or not.
You can categorize something (for example a brand) in one of four categories.
FF: Shell CO2 neutraal kan ff zijn, maar als ze dit echt doen, dan is het RR.
Is it true to itself?
This question examines whether a product, experience, or service remains
faithful to its core identity and values, ensuring consistency in what it represents.
Is it internally aligned? For example, an organic product must strictly adhere to
organic standards without deviation.
Is it what is says it is?
This aspect assesses the transparency and honesty of the product or
ART DIRECTION
experience. It ensures that what is presented aligns with reality, avoiding any
misleading information. A brand promoting sustainability, for instance, must
genuinely uphold and prove its commitment.
, Be true to yourself
GENRES OF AUTHENTICITY
You can use this idea to analyze how brands try to convey authenticity.
Influential: netflix serie, maar ook patagonia --> calls people to join for higher purpose/cause
Referential: bertoli sauce/conimex (italie en indonesie)
Exceptional: luxe (hotel, balenciaga)
Original: (Apple (claimen dat je vooroploopt en jouw kopers ook)
Natural: natuur komt naar voren (bv mango wordt geplukt in de jungle: mazaa drink)
ART DIRECTION
