Authenticity in a Deepfake World

‘Authenticity’ is still one of the attributes brands are constantly reaching out for. Yet in a world of ‘alternative facts’, deepfakes and meat mimics, is it time to call time on authenticity or can it still have any meaning and value for brands?

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by Nina Cooper, Associate Director, Insight & Innovation, Dragon Rouge London

Dragon Rouge

We’re red-blooded, networked and nimble. We’ve been in business for 35 years and have 8 offices around the world. We’re in Hamburg, London, New York, Paris, Shanghai, Singapore, Sao Paulo and Warsaw. We’re a global tribe of strategists, designers and account managers working on an exciting mix of brands – from sport and fashion to tech and entertainment. And more. We’re as happy holding 4-day design sprints as we are in running research or in board rooms challenging our clients. Our history in consumer research and insight means we’ve developed a sixth sense for building brands that people love.