Markigy: The Science of Marketing Strategy

Why Most Brands Fail at Authentic Marketing w/ Ethan Edwards

Episode Summary

In this episode, Leanne sits down with Ethan Edwards to unpack one of the most overused—and misunderstood—concepts in modern marketing: authenticity. From agency strategy to building a coffee brand from the ground up, Ethan shares why most brands misuse authenticity and what it actually takes to do it right. If your brand is trying to “sound real” but isn’t seeing results, this episode will challenge your entire approach.

Episode Notes

In this episode, Leanne sits down with Ethan Edwards to unpack one of the most overused—and misunderstood—concepts in modern marketing: authenticity. From agency strategy to building a coffee brand from the ground up, Ethan shares why most brands misuse authenticity and what it actually takes to do it right. If your brand is trying to “sound real” but isn’t seeing results, this episode will challenge your entire approach.

• Why “Authenticity” Is Often Just a Surface-Level Tactic
  Most brands treat authenticity like a switch they can turn on—without doing the internal work required to support it. The result? Messaging that feels off, forced, or completely disconnected from reality.
• The Organizational Risk Behind Real Authenticity
  True authenticity isn’t just marketing—it requires alignment across leadership, teams, and stakeholders. It means opening the door to real dialogue, transparency, and feedback—something most companies aren’t structurally prepared for.
• The Difference Between Brand Authenticity and Brand Consistency
  Not every brand should aim to be “authentic” in the same way. Some of the strongest brands win through consistency, precision, and polish—not transparency. Knowing which lane you’re in is the strategy.

If authenticity isn’t embedded in how your company operates—not just how it markets—it will always feel performative to your audience.

Get in touch:

Ethan Edwards:

LinkedIn:

https://www.linkedin.com/in/ethankrauseedwards/

Website:

https://www.pretentiouscoffee.co/coffee

Leanne Dow-Weimer

Linkedin:

https://www.linkedin.com/in/leannedow/

www.markigy.com