I like what designer, Chuck Green, has to say about the using an authentic look and feel in marketing:
“Slick is not always the best marketing approach.
“Example: My wife and I made a donation to a charity some time ago and a few months later, received a letter from a real person at the charity that included a couple of photographs of people in the field working with recipients of its fund.
“It knocked my socks off.
“I don’t remember any type of slick response mechanism for making another donation or any gratuitous, heavy-handed sucking up. Just a note of thanks and some useful information.
“Compare that to another donation to a different charity that resulted in a seemingly endless parade of slick direct mail pieces using every angle possible to imply a personal connection to us and to get the next check.
“Guess who we responded to?
“I bring it up because I was reminded today that a slick, polished image is not necessarily good — or bad. It’s the reason brand building and marketing is not a formula equation.
“Every approach must be calculated for a specific audience, at a particular time, with a clear understanding of the current circumstances. There is nothing easy about it and there are no guarantees.”
Read more of Chuck’s observations at: http://www.facebook.com/