Editor’s note: This is part of Marcus Collins’ Check the Rhyme series, in which he extracts marketing insights from rap lyrics and explores the influence of hip-hop on the marketing world.
If there were ever a game of Marketing Bingo, the word “authentic” would certainly have a home among the most referenced language and mainstay buzzwords that populate today’s jargon. But of course, it would.
Who wouldn’t want their brand to seem authentic? Not only are modern-day consumers able to sniff out the slightest hint of inauthenticity,
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