Authenticity is the most used — and most contested — word in creator marketing.
Authenticity is the most used — and most contested — word in creator marketing. But who actually owns it? In this clip from Genuin Connections, Sean Atkins, CEO of Dhar Mann Studios, breaks down the core tension between brands and creators: brands believe they know their audience best through research and tradition, while creators argue they're the ones living inside the communities where the message has to land. Both can be right. Both can fail. And the gap between them is exactly where brand-creator partnerships succeed or fall apart. A must-watch for anyone navigating the brand-creator relationship.
By Genuin
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Posted in Genuin Connections. Dive deeper into ideas from guests on the Genuin Connections Podcast, some of the brightest and most accomplished leaders in our space. From marketing to product to tech: lessons, bold opinions & strategies and more. Share takeaways, challenge assumptions, and apply insights to your own journey.
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