What would I say is the biggest trend in marketing these days? You might think I’d point to something like Twitter, mobile technologies, or the next big social media phenomenon that is on the verge of discovery as I’m writing these words. But when it comes right down to it, I’m putting my money on authenticity.

That’s right, being yourself, being authentic, is arguably more important these days than tweeting or hooting or pinging or ponging (I think I made a lot of those words up, so don’t leave me to Google any of them). Whether we attribute it to reality TV, blogging, YouTube, or Ellen, people enjoy engaging with reality, or at least with something that appears to be reality.