What is “Authentic” Marketing?

A colleague asked why I qualify “marketing” with “authentic”…

What do I mean by authentic marketing?

Simply put, it’s about honesty.

Authentic marketing is about not pretending:

To be truthful about where we are in our journey (instead of suggesting we are farther along, or to try to impress), or that we are a bigger company, or more polished than we usually are in everyday interactions with our clients.

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