For the past decade or so, our industry has been obsessed with reflecting authenticity in brand communications. Making campaigns feel authentic and genuine when actually they’ve been carefully concepted, planned and executed can be very effective, especially with today’s consumer. However, with an ultra-focus on authenticity, many brand communications are starting to look the same. Ironic, we know.
True or False? Natural + real + everyday moments = authentic.
True. Showing natural, real, everyday people in natural, real, everyday moments is one way to show authenticity. But it isn’t the only way. To be authentic, a brand doesn’t need to be natural. They need to be themselves. They need to embrace their identity. That’s the true definition of authenticity.
Is it possible to relate to everyday people without featuring everyday people?