Love it or hate it authenticity has become a buzzword in marketing language in the last couple of years. You don't need to sit in a marketing meeting long before this word gets thrown into the mix.

"We need this video series to feel authentic." "Our ambassadors need to be authentic individuals in the sports they represent." We want to tell an authentic story." and the list goes on.

In this episode, Ian McWilliams the Senior Manager of Brand Creative at Klean Kanteen shares his perspective on why it's turned into a buzzword.

From the episode:

"At it's most basic, it's faithful and realistic telling of a story."

"It's unfortunate it's become a buzzword because I truly believe it's such a core concept to the brand marketing we do, especially in the outdoor space."

"One of the problems with the word authentic is it's frequently used, sort of as an adjective within a piece of creative direction."

Follow Ian and Klean:

@kleankanteen

@hayduke1982

www.ianmcwilliams.com

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Produced by Port Side Productions

@backcountrymarketing

@portsideproductions

@coleheilborn