Tanning of America Reflection #03

On page 58, the author discusses the "A's of marketing authenticity and aspiration. Using Coke as a reference, what product, brand, or artist do you believe had similar challenges?

Steve Stoute discusses authenticity and aspiration as the "A's" of marketing, using an anecdote about Coke and a branding situation that went poorly in the media and public reaction, prompting questions about Coke's authenticity.

When I think of other brands or artists, two people come to mind. Taylor Swift and Drake. This is not to put down or shame either one, or to say that they performed poorly in making a profit through their artistry. I think that, in the media and public eye, both Taylor Swift and Drake are questioned more often about their authenticity than other artists.

People argue for Taylor Swift's authenticity as an artist and for producing music for art or profit. Overproducing the same albums, whether there is a cause behind "Taylor's Versions" and anything published after 2022, can be taken as grounds to question her authenticity. The market is already so oversaturated, do we need more of the same thing, and with newly produced music for Taylor Swift, how much different is it than what we already have? Is it made out of love for music and creating? Ooooooor, is it made for industry standards and profit because she simply can? People discuss this on social media and at family dinners; it seems to disrupt her brand image.

Then there is the argument of Drake and his brand image. He's known for his musical variety and for evolving with the times, but if he's just riding the latest trend, is he authentic? All the Kendrick Drake arguments aside, is Drake properly Hip Hop? I can't answer that, but the fact that it's a question means that his brand image struggles to be consistent and positive in the public's eye.

(drakes a popstar lets be real, that's a diva, not)