Authenticity in Marketing: A Double-Edged Sword

追加: 2026-06-02

[00:00:00]If a company can do it, it's a double-edged sword, which means it can work brilliantly or it could kill the company.

[00:00:07]When they do it, it feels human like on Oh, it's not a brand. They talk just like we do on the block. It's uh it So, people lower their defenses and you know, it creates some weird connection between me and you because the company uses these words in this term or this ex- expression in commercial.

[00:00:28]But, at the same time, if it doesn't feel authentic and I think that's what the word is that the algorithm or people now believe that that's what's most authentic cuz everybody's doing it. Like, oh, that's how we talk normally. So, if you don't talk like that normally, it's really not authentic. So, it could become off as artificial or manipulative like we talked about or just therapy speak >> [laughter] >> like we've been using.

[00:00:53]So, I mean, it's a double-edged sword.

[00:00:54]So, if it if it's not part of your personality, I wouldn't use it.