You are wrong in saying that authenticity should not actively be a marketing strategy. ARe you kidding me?! Why do consumers purchase anything? It’s not the object they are purchasing, it’s the “idea” of the object, and what it means to them. And that is what we in the academic world of advertising and marketing call authenticity. A “real” experience. As real as it can be for each individual.
New Zealand entrepreneur living in New York, Co-Founder of Young & Shand, Author of The Best Ideas are Free. Up here in the US growing our business, launching Nudge. This blog shares ideas, insights and learnings from the journey.