{"id":679062,"date":"2025-12-28T00:00:00","date_gmt":"2025-12-28T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=679062"},"modified":"2025-12-28T13:52:40","modified_gmt":"2025-12-28T13:52:40","slug":"brand-authenticity-is-dead-long-live-brand-authenticity","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/","title":{"rendered":"Brand authenticity is dead; long live brand authenticity"},"content":{"rendered":"

? Last week, we explored how some brands use <\/strong>shock value<\/a><\/strong> to cut through the <\/strong>noise. Today, we\u2019re looking at the ones relying on relatability rather than controversy<\/strong>, and whether they\u2019re compromising their identity to trendiness.<\/p>\n

Scroll through Instagram and you\u2019ll start to notice that every Reel <\/strong>sounds the same.<\/strong> It\u2019s not just independent creators or everyday users \u2014 it\u2019s brands, from bakeries and restaurants all the way to real estate conglomerates and fertility clinics. Businesses are no longer leading with their products or services; they\u2019re leading with personality. The message? We\u2019re cool, just like you. <\/p>\n

This is the new reality of marketing:<\/strong> Viral sounds aren\u2019t just a creative choice anymore \u2014 they\u2019re table stakes. The shift toward viral humor and carbon-copy sketches isn\u2019t new, but its overwhelming prevalence is raising an obvious question: If everyone\u2019s trying to stand out, who\u2019s actually doing it?<\/p>\n

Where and why did the shift originate?<\/strong> Instead of leaning into shock value marketing to cut through the noise of AI-generated content, some brands are taking what appears to be a more organic approach on social media \u2014 short, viral sketches. The reasoning is straightforward: younger generations value authenticity, spontaneity, and unpolished content, Mohamed Galal, marketing expert and chairman of TSM Management, told EnterpriseAM.<\/p>\n

Asked whether legacy brands risk alienating their existing customer base by chasing <\/strong>trends, Galal offered a blunt blow:<\/strong> \u201cThat original customer base is done for. Consumers grow up until they\u2019re no longer your consumers.\u201d Why this type of outreach? \u201cBrands are now targeting an entirely new segment of customers, and those segments only react to social media,\u201d he added.<\/p>\n

Marketing isn\u2019t art \u2014 it\u2019s a commercial function with one objective: driving revenue.<\/strong> And survival isn\u2019t a one-time pivot, it\u2019s a continuous process. Influencer marketing has already lost much of its shine, founder and lead consultant at Toolbox Marketing Consulting Nader Elhamy tells us. Once the go-to strategy for every marketing department, it\u2019s now left a sour taste in consumers\u2019 mouths. Influencer marketing started as a way to generate engagement and build credibility, which quickly eroded once influencers stopped being selective with their collaborations and started parroting PR lines for a substantial paycheck.<\/p>\n

In short: authenticity sells. But how long until consumers tire of their favorite brands\u2019 <\/strong>pandering to trends? <\/strong>If that\u2019s all a brand has to offer, that\u2019s when the sketches lose their novelty, and the strategy collapses. Striking a balance between riding the rising wave and not washing out is as pivotal as it is difficult. One brand that\u2019s been able to achieve it is Sal\u00e9 Sucr\u00e9, which has managed to employ the aforementioned social media skits<\/a> while maintaining its mature, professional visual and tonal identity<\/a> that has earned it its consumer base. The same could be said for La Poire, whose similar approach \u201cdidn\u2019t just generate novelty, [but also] multiplied engagement rates<\/a> and brand relevancy among younger age groups,\u201d Elhamy tells us.<\/p>\n

Elhamy\u2019s advice? Survive, adapt, but don\u2019t let it come at the cost of your brand\u2019s <\/strong>identity. <\/strong>\u201cThe real [way] to stand out has always been in sticking to the basics,\u201d Elhamy says. \u201cUse your communication to answer the core question: Why should the consumer choose me over competitors? When that answer isn\u2019t clear, no strategy, tactic or execution can generate effective results,\u201d he adds. \u201cWhen brands excel at the basics and use technology thoughtfully to build lovable, relevant narratives, they don\u2019t need to chase attention. They earn it.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cWhen brands excel at the basics and use technology thoughtfully to build lovable, relevant narratives, they don\u2019t need to chase attention. They earn it.\u201d<\/p>\n","protected":false},"author":1,"featured_media":679063,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8375],"tags":[8374,633,638,3877],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-679062","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-enterprisepm","tag-for-your-commute","tag-marketing","wpautop","entry"],"acf":{"mongo_id":"d9e2754e-e404-4922-bc2e-2912bcb25472","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/12\/1329.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Brand authenticity is dead; long live brand authenticity","related_issue":[679057],"teaser":"\u201cWhen brands excel at the basics and use technology thoughtfully to build lovable, relevant narratives, they don\u2019t need to chase attention. They earn it.\u201d"},"yoast_head":"\nBrand authenticity is dead; long live brand authenticity - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2025\/12\/28\/brand-authenticity-is-dead-long-live-brand-authenticity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand authenticity is dead; long live brand authenticity\" \/>\n<meta property=\"og:description\" content=\"\u201cWhen brands excel at the basics and use technology thoughtfully to build lovable, relevant narratives, they don\u2019t need to chase attention. 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