by Miriam Hara | Feb 18, 2025 | Branding, Communications, Marketing
A True Brand Isn’t Optional
The word “authenticity” has finally had its run, being overused to the point of dilution. However the concept of authenticity and its intention is prevalent in many corporate boardrooms.
Out of the ruins of authenticity comes a stronger value… a greater commitment for brands to strive for. The emergence of the True Brand.
A True Brand isn’t an adjective, like I always say: brand is a living, breathing organism. A True Brand holds itself to a standard that embodies truth in everything it does.
True Brand: The New Standard
True Brands go beyond saying who they are; they show it. Every choice, every action, every interaction is an opportunity to affirm that truth.Truth isn’t optional for brands anymore. In a world where audiences are skeptical of polished promises, truth is the foundation of connection.
To be true is to resonate deeply with audiences, not by mimicking trends or chasing clicks but by standing firmly in what a brand genuinely represents. To my way to seeing, truth isn’t static, and neither is brand. It evolves as a brand grows, yet it remains rooted in the brand’s values.
True Brands Live in the Details
A True Brand communicates in ways that are as quiet as they are powerful. It’s not just about campaigns or catchy headlines; it’s about the details that whisper a brand’s character. Think about the colours that form the visual identity, the tone of voice across platforms, and the experiences created at every touchpoint. These elements must work in harmony, consistently reinforcing the brand’s truth.
True isn’t perfection, it’s intention. Audiences connect when they sense alignment between a brand’s promises and its actions. It’s in the little things: a company’s sustainability practices, how it treats its employees, or how it handles mistakes publicly. Each moment tells a piece of the story.
Beyond the One-Way Conversation
Audiences today expect to take an active role in the brands they support. They don’t just want to hear what a brand has to say; they want to feel heard. A True Brand creates space for dialogue. It welcomes feedback, adapts where needed, and stays accountable.
This two-way interaction doesn’t dilute the brand’s truth. Quite the contrary, it strengthens it. It shows that the brand’s truth isn’t about control; it’s about connection. The more transparent and engaged a brand is, the more it resonates with its audience.
True Brands Build Emotional Connections
The power of a True Brand lies in its ability to live in the hearts and minds of its audience. Truth, when woven into every fibre of a brand, becomes magnetic. It attracts loyalty, not because of clever marketing but because of genuine alignment with audience values.
This emotional resonance doesn’t happen overnight. It’s the result of consistent actions that reflect truth over time. When audiences see this consistency, they trust, and trust is the most valuable currency a brand can have.
Living the True Brand
Becoming a True Brand is a life long journey. It requires:
- Commitment to Values: A brand must know its core truths and let them guide every decision.
- Consistency in Execution: From design to messaging to customer experience, every element must align with the brand’s truth.
- Courage to Evolve: Truth doesn’t mean rigidity. It means growing in ways that remain true to the brand’s essence.
- Openness to Accountability: True Brands embrace transparency and are willing to own their missteps and make amends.
Truth as the Future of Branding
The era of authenticity has passed; we’ve entered the era of the True Brand. It’s not about saying the right things; it’s about being the right thing. Brands that understand this shift will thrive, not just because they meet expectations, but because they exceed them through a deep and lasting connection.
To be true is to be timeless. To be a True Brand is to live in its truth so fully that it needs no explanation, yet garners what is most coveted: recognition.
by Miriam Hara | Feb 4, 2025 | Branding, Communications, Content, Creative, Marketing
The marketing space is totally immersed with buzzwords that seem to dominate the collective thinking for a few years and then eventually fade away. Over the past decade, “authentic” has been that word—a term so pervasive that its over use has now made it obsolete and un-authentic.
‘Authentic’ in Marketing
I can distinctly remember that I first came across the Authentic word, in 2015, while working on a re-branding project. I also distinctly remember thinking that if something is authentic, then why do we need state it? But that was just me, remembering one of the creative writers telling me that ‘ if we have to say we are cool, maybe we aren’t?’
All musing aside, pinpointing the exact moment when the marketing world collectively embraced “authentic” as the new buzzword is difficult. Suffice to say, the rise of ‘authentic’ coincides with emerging consumers‘ growing desire for genuine, transparent interactions with brands. Forbes cited in a 2017 article, that consumers didn’t just want a product; they wanted a story, a purpose, and a brand they could believe in.
The Emergence of the Generational Shift
Brand marketers recognized that the up and coming consumers, Millennials and Gen Z, valued transparency and honesty. This word encapsulated the direction and the winds of change of how brands needed to evolved to maintain relevance (another buzzword).This shift led to marketing strategies that showcased behind-the-scenes content, user-generated stories, and missions aligned with social causes. The term “authentic” became synonymous with trustworthiness and relatability.
The Word of the Year 2023
Authentic. I remember writing an article on Merriam-Webster declaring “authentic” as the Word of the Year in 2023. And not only an article, but vlogs as well. The dictionary noted a substantial increase in searches for the word, driven by discussions around AI, celebrity culture, identity, and social media. That same year, Harvard stated “rizz” was the word the year 2023, but that word never gained the notoriety of Authentic.
The Kill of the Buzz
As every brand jumped on the ‘authentic’ bandwagon, the term began to lose its impact. When “authentic” is used to describe everything, it starts to mean nothing. When the emerging consumers no longer are emerging, but becoming the generation with biggest consumer power, reflection and change is natural. As Millennials and Gen Z take leader ownership, questioning the sincerity behind brands’ claims of its ‘authentic state’ was bound to happen.
After all, actions always speak louder than words.
The very essence of being authentic—being true to one’s own personality, spirit, or character—was overshadowed by a promotional approach to appear genuine.
Beyond this Buzzword and the Next
So, what’s beyond this buzzword and the next? It’s to recognize that saying a word doesn’t it make it so. There’s work to do behind any word that becomes the next coined term. In reflecting over the last year, I do believe that there is a shift. Many brands have done the heavy lifting and are really embracing the actions that are synonymous with the concept of authentic. From sustainable packaging to embracing causes that reflect the values of consumers.
The Buzz Kill of Authentic
Although the word may have reached its saturation point in the marketing space, the principles it represents remain vital. It’s time to let go of the jargon and embrace the real essence of the next buzzword in practice, not just in jest. After all… if you are cool, do you need to say you are?
by Miriam Hara | Jan 28, 2025 | Agency, Branding, Business Success, Creative, Marketing
If there is one thing that has remained with the test of time in the brand marketing world, it is ‘The Brief’. It has been the ‘one document’ that bridges streamlined information about the brand between brand marketers and creative marketing agencies since… or even before madmen.
It’s in the Brief.
The Brief is about providing the right information, so that it can create and offer up the best possible solution for the brand objective at hand and deliver on the brand strategies it stipulated. It provides the agency with the “objective reference” to assess their creative concepts and innovations against.
It’s the Brief that Counts.
Regardless of the tools that marketers have at their disposal to reach their audiences and to measure the effectiveness of their tactics, It’s the brief that counts. In today’s business world overflowing with marketing tools, data analytics, and performance metrics and, let’s face it, information overload.
As a result of all these metrics there is an undeniable pressure for corporations, brand marketers and agencies to create ideas that deliver on specific KPIs and of course, ROIs. And the only way to achieve this is in the creation of a good brief.
It’s all about The Brief.
What constitutes a good brief is simple, but it isn’t easy to create by any stretch of the imagination. A good brief is based on solid strategic thinking, providing the foundational work for the agency to pick up the baton and run with in.
What’s in The Brief.
Over the decades of running this agency, both my team and myself have had the distinct privilege of attending numerous strategic sessions for many brands… providing our agency an additional vision of the brand. But that is not always the case. Often, more than I would like, we are in a competitive situation where every word and subtlety is weighed heavily. A well written brief provides strategic clarity that enables the agency to deliver on the objectives and perhaps even exceed expectations based on the defined parameters that is set within it.
Where’s the Brief?
When we receive a mandate, this is the first question my teams always ask… Because every great campaign starts with one thing: a great brief.
by Miriam Hara | Jan 14, 2025 | Branding, Marketing
Millennials: All Grown Up.
While Millennials (ages 27–43) may have less wealth than previous generations (Baby boomers and Gex X), their purchasing power is strategic, values-driven, and intentional. There’s much ado about Gen Z , and in fact that generation may be grabbing the lion’s share of recent headlines, however, Millennials continue to hold the real and relevant power.
Authenticity Wins. Every Time.
Winning over Millennials isn’t about flashy campaigns or surface-level appeals. For brands to earn their following (pun intended) it’s about showing up with purpose, building trust, and proving that your brand isn’t just selling something—it’s standing for something.
For Millennials, every purchase is a statement. Every brand choice is a reflection of who they are.
The Financial Reality: Value Over Volume
Millennials have entered adulthood burdened by student loans, housing crises, and rising inflation. Despite these many hurdles, they continue to be discerning consumers. They don’t just spend—they invest. Whether it’s a well-made appliance, a sustainable brand, or a memory-laden experience, Millennials seek purchases that promise long-term value.
Private-label brands have earned their loyalty not just by being affordable, but by being good. But that doesn’t mean that Millennials won’t spend on premium products— they will, as long as they can justify the cost.
Health and Wellbeing: A Lifestyle, Not a Luxury
It started with Gen X, but Millennials took health and wellbeing to the next level. Physical fitness, mental well-being, and emotional balance are non-negotiables. In fact, it’s part of their lifestyle. Mental health takes centre stage, as can be seen by the adoption of therapy apps and mindfulness tools available. Brands and business that offer genuine, holistic health solutions stand to win.
Ethics Over Everything: The Loyalty Factor
Millennials don’t just buy products; they buy into brands. Transparency, fair labor practices, and sustainability aren’t perks—they’re the price of entry for any brand that wants to have an impact with this generation.
Representation matters. We’ve seen the shift for ourselves. Advertising needs to reflect the world Millennials live in—diverse, inclusive, and real. Campaigns that merely tick boxes fail to make an impact, with no true follow up won’t cut it. Only brands that are rooted genuine storytelling build loyalty that lasts.
Technology: The Trust Currency
For Millennials, technology is oxygen. They embrace tools that streamline their lives. But convenience alone won’t win them over—trust is the true currency. A glitchy app, a complex return policy, or a slow customer service response aren’t tolerated. Any one of these, and the technology is toast.
Experiential: Redefining Luxury
Not big on designer bags or shiny watches; what’s really in is an experience. A sunset dinner, a perfectly planned vacation, or a once-in-a-lifetime adventure—these are the new status symbols. However, Millennials are still practical. Convenience, seamless booking systems, and stress-free planning tools turn travel into something worth splurging on.
The Real Question
Millennials have always been the butt of jokes about avocado toast and digital dependency. But they are so much more. You’ll find this generation quietly rewriting the rules of value, loyalty, and influence. Millennials aren’t just consumers—they’re cultural architects.
The question isn’t whether Millennials are still relevant. The question is: Are brands paying attention?
by Miriam Hara | Jan 7, 2025 | Communications, Content, Social Media
The 2024 Word(s) of the Year
I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word stepping forward and claiming the crown, there’s an entire parade of words, each vying for its claim to the throne! Maybe it’s just a sign of the times. Or maybe there’s just too many dictionaries and publications weighing in on “the word” claim.
For your convenience…I’ve compiled a list, citing the word, its origins and why it’s considered the 2024 word of the year…and by which “governing body”. Enjoy!
Much Ado About Brain Rot
Oxford University Press handed the crown to ‘brain rot’ as the 2024 word of the year. Defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of trivial or unchallenging online content,” it captures the glazed-over feeling we all know too well after scrolling endlessly through cat videos, conspiracy theories, and dance trends we’ll never attempt.
The origins of the term date back to 1854 when Henry David Thoreau Walden. I haven’t read the book myself, but from my endless scrolling(ha!) to fact find this article, it is where the term ‘brain rot’ was first cited, Brain rot refers to the modern resurgence points to our collective obsession with low-effort content. Usage spiked by 230% in 2024, and honestly, I’m surprised it wasn’t higher. As Generation Alpha’s screen habits came under scrutiny, ‘brain rot’ has now become the term we reach for, part diagnosis, part cultural self-drag.
Manifest: Dream It, Do It, Post About It
Cambridge Dictionary gave us ‘manifest’—a word that’s been simmering quietly in the corners of self-help books and crystal shops but exploded this year thanks to social media influencers. Defined as “to imagine achieving something you want,” it became less about cosmic alignment and more about curating your life like it’s a Pinterest board.
It’s optimistic, it’s proactive, and let’s face it—it’s also a little exhausting. But in a year where uncertainty seemed to hang in the air like fog, ‘manifest’ was a small reminder that intention still holds power.
Demure: Quiet Luxury Goes Viral
Dictionary.com brought us ‘demure,’ and not since Jane Austen’s heyday has the word felt so relevant. Traditionally describing modesty or reservation, ‘demure’ got a TikTok glow-up thanks to influencer Jools Lebron and her catchphrase, “very demure, very mindful” in a series of videos posted to the platform in early August.
Suddenly, demure wasn’t just about avoiding the spotlight or being modest—it is used to describe refined and sophisticated appearance or behaviour and owning it, quietly. Usage spiked by 1200%, and if you didn’t at least try to pull off a “demure airport outfit” in 2024, were you even paying attention?
Polarization: The One Thing We Can All Agree On
Merriam-Webster brought us ‘polarization’—a word heavy with the weight of our times. Defined as “the process or state of dividing into sharply contrasting groups or sets of opinions or beliefs,” it was less a word and more a diagnosis.
Every headline, every debate, every family dinner seemed to circle back to it. And while understanding polarization is easy, fixing it?…well not that easy it seems!
Kakistocracy: A Word You Didn’t Know You Needed (But Did)
The Economist dusted off ‘kakistocracy’—a mouthful of a word that means “government by the least qualified or most unscrupulous individuals.” It’s not exactly subtle, and neither were the political moments that catapulted it into relevance.
It sounds sharp, like glass breaking. I don’t know about you…but that doesn’t sound like a good thing.
In closing… or reflection.
Words are important – at least to me they are. Specific words, such as these, define our collective state of mind (the borg comes to mind!). From ‘brain rot’ to ‘kakistocracy,’ 2024’s words are sharp, reflective, and sometimes a little too on the nose.
Here’s to 2025—may the words be kinder, the screens a little dimmer, and our collective brain rot kept in check. And if not… well, there’s always 2026.
