Relatability Beats Perfection - The Authenticity Advantage
Why Polished Brands Are Dying Slow Deaths
Photo by Max Kukurudziak on Unsplash
channel Ø press
Today’s Leading Story
Authenticity isn’t perfection. It’s being human.
Elaborate
Polished campaigns feel fake. Love Island contestants who stay perfect fade. The messy ones connect.
Example
Wendy’s tweets do not win by being polite but by sounding human.
Fans love contestants who trip over words and show flaws.
Illustrate
Perfect brands are filters - polished, unreal. Authentic brands are candid selfies—flawed, real.
The Messiness Advantage
True authenticity shows the struggle, not just the triumph.
Three Pillars
Admit mistakes.
Share behind-the-scenes mess.
Speak plainly.
The Test
Ask, “Would I say this to a friend?” If not, rewrite.
Perfect is cold. Messy is human. Brands that win make mistakes interesting.
Gregg B.
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