Authenticity: if you mention that as one of your brand values, you’re doing it wrong. Why? Because, if you shout out that you’re authentic, it is just like being ‘a rebel': everyone will be 100% sure that you aren’t.
‘Oh, another marketing buzz term for the bullshit bingo,’ I hear you thinking. Yep, you certainly have a point. Whilst purpose marketing may still be hot and happening, a lot of experts are already done with it.