The new language of anti-authenticity
CAMPAIGN : "Authentic" has become so overused in the brand vernacular, perhaps it's time to consider a counter-position, writes the CEO of CreativeFeed.
AJ : There is certainly a fair share of buzzword fatigue in the branding world. Not only is "authentic" overused, so is "innovative" and "heritage". The impact of this language saturation has more impact than just boredom. Industry's adoption of "sustainability" and "ethical" as a catch all for marketing initiatives is doing a disservice to businesses that are making positive steps for change; those really owning their supply chain, ensuring transparency and sticking to a criteria based on their environmental and social values.