The overuse of the word authenticity in marketing is destroying its meaning

Newsflash: there’s been murder. We in the marketing world have finally killed the word “authenticity.”  Worse yet, we’ve not only beaten it to death but continue to flog its sorry corpse, misusing it to the point of meaninglessness. It has gone the tragic way of the once proud adjective “artisanal,” so it seems only fitting to handcraft a small batch of explanations.