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Real brands for real humans.
“Authentic” means being completely real (95-percent authentic isn’t enough.) Consumers, especially Gen Zers, identify weaknesses immediately and will walk away from inauthentic brands. In a time of so much digital noise, brand storytelling is much more important than ever before.
Daniel Langer • The Luxury Trap: Why it’s a Mistake to Define Luxury By Price
Hype became a dirty word, and longevity increasingly feels like a myth.
Virality got conflated with relevance, while relevance comes with the curse of becoming imminently passé. Whist new gen brands like Corteiz are propped up by persistent presence, institutions such as Apple resist exploring their own hype, choosing omnipresence instead.
This beg
