Brand Faux-centicity: You Can't Make It if You Fake It

  • Session Number: THSESS1
Thursday, May 04, 2017: 10:30 AM - 11:15 AM


Hamish Campbell
Creative Director, New York


False authenticity isn't a new concept—after all, how many times have you heard the phrase “fake it ‘till you make it”? For brands, this trend toward "faux-thenticity" seems to be ever more prevalent. Yet consumers are continuously seeking transparency and honesty from the brands they welcome into their lives, their homes and their bodies. In a world where consumers are savvier than ever, searching for integrity and honesty and overwhelmed by a plethora of choice, can brands really get away with being disingenuous? And when a brand is found to be inauthentic, be it a personal one like Lance Armstrong or the beloved Mast Brothers Chocolate line, can it regain consumers' trust?

In this talk, Hamish Campbell, Pearlfisher New York Creative Director, will investigate false authenticity in design and branding and will explore examples of brands who have have fallen foul of this growing trend. He will discuss why, once broken, consumer trust is almost impossible to rebuild but will illuminate the role of design in overcoming this mammoth challenge. Ultimately, he will advise how to avoid the pitfalls of false authenticity and build a brand from an honest core truth.