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  • Lana Del Rey is the undisputed queen of the fake-for-real mash-up
  • Lana Del Rey is the undisputed queen of the fake-for-real mash-up
    Mamamia.com (2014) ©

What does it mean to be ‘genuinely phoney’?

For years ‘authenticity’ was the holy grail of marketers and product innovators worldwide. But now, the Tumblr generation are redefining authenticity. In this mashed-up, copy-morph culture a new generation of consumers are calling bullshit on the old-school authenticity claim. And if ‘authenticity’ is passé, then what does it mean to be ‘genuinely phoney’?

Location Global

For years ‘authenticity’ was the holy grail of marketing and product innovation. Now, depending on whether you’re a BG’er (before Google) or AG’er (after Google), being authentic means two very different things. If you’re a BG’er, authenticity is synonymous with heritage and origin; if you’re a AG’er, it’s all about being ‘genuinely phoney.’

The Tumblr generation has abandoned authenticity in the traditional sense, organised itself into a motley crew of ‘brand bandits’ who call the shots with the brands that desperately try to engage them. But where does the concept of ‘genuinely phoney’ come from, what does it ...



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