Brand Language: How Do Real People Use Your Brand’s Buzzwords?


My friend (Jenn Cusick of Luminate Wellness) and I got into one of those crazy Facebook thread conversations about the word “authenticity” the other week. She’d just read a blog post I’d written about Elon Musk and she had a question. In the post, I said Elon had real “authenticity” even though I thought that word had become “terrible.” She wanted to know what the word meant to me. So I explained that

I find it’s a buzzword that people want to associate themselves with without contemplating its meaning too deeply. Are people really that honest when they have strategic intent? Also, can ‘too much honesty’ be a professional liability or even just plain bad for your team/workplace/life? In general, I prickle a little bit when marketing lingo seems to appropriate moral concepts glibly.

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July 8, 2015