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 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.
🎙️ Genuin Connections explores the convergence of community, content, creativity, commerce, and the future of media and marketing.