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If authenticity is a marketing buzzword, doesn’t that defeat the purpose?

Marketing, as an industry, has a lot of buzzwords. Paradigm shift. Guerrilla marketing. Best practices. Accountability. Viral marketing. In other words, shoot me now. What’s particularly amusing is that the big marketing trend for 2013 is “Authenticity.” In my mind, if something is truly authentic, it doesn’t need to become a trend. In reality, authenticity has been at the…
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