"Authenticity" is a tired, played-out marketing buzzword of the early 2010s that still plagues us today.

A client once reprimanded their team in front of me by saying, "No one has ever strived to be inauthentic."

Truer words were never spoken.

The definition of authenticity as it relates to brands is "staying true to [the brand's] identity and engaging meaningfully with its audience."

So by saying, as a brand, we're the most authentic in comparison to our competition... I fucking hope so.

Stop selling consumers "authenticity" and build it into every little crack and crevice of your brand and the consumer's experience.

Sell them something different.

Sell them a solved problem.

Sell them something that hasn't existed before.

Sell them a world to step into.

Sell them an emotion... any kind.

Don't sell them authenticity; it means nothing.