One of my favorite bloggers on the subject of branding is Tom Asacker. His “A Clear Eye” is a must read, so much so that I subscribe to his site via RSS. His latest post links to a new white paper he’s written on the current marketing buzz about authenticity.
Here are two of the ways Tom’s paper connects back to the world of voiceover work:
1. As talent, we must do everything we can through our performances to help deliver an “authentic” experience for our clients regardless of the quality of the writing.
2. As producers, the voice talents you select need to have the talent and ability to deliver a performance that moves your brand forward. Quality and availability are the defining characteristics, not price.