What is “Authentic” Marketing?

A colleague asked why I qualify “marketing” with “authentic” — what do I mean by authentic marketing?

In all ways, authentic marketing is about not pretending.

To be truthful about where we are in our journey, instead of suggesting that we are farther along, to try to impress. Or in our content, pretending that we are more polished than we usually are when we're with clients.

Let’s apply this at 2 levels:In selling a product or service, authenticity is matching the marketing with what the typica...