One extremely important factor is authenticity. According to Forbes, brand authenticity is when a business, "decides to be transparent and consistent in its messaging. . . ," emphasizing on the brand sentiment. And why this is important is because, with authenticity, I feel more comfortable using a brand that has a clear objective on their intent and impact to consumers. For instance, a brand that I have been loving as of recently is the Japanese minimalist retailer, Muji. Muji has always been loved by their loyal customers due to one main factor, their transparency. A role they have always been persistent on is environmental sustainability. Their brand messaging in preforming what is necessary to preserve the planet, by minimizing their packaging and depending on word of mouth for marketing, is what makes them authentic. For brands, how consistent they are with their marketing and if the values they hold are similar to mine is the determinant of if I should purchase an item.

In one sentence, I will describe H/FC as, "a golden opportunity for beginners wanting to break into the marketing industry." As H/FC really is a platform where students and freelancers have the chance to broaden their knowledge and apply their skills, this is an amazing way for individuals to discover themselves. To explore numerous options in the field of influencer marketing and content creation is a gateway for someone like me, who is wanting to pursue this aspiration.

One brand that is killing the game right now is Fenty Beauty. As of recent news, regarding the super bowl, there was an excellent marketing strategy done by Rhianna where she had used her new pressed powder to conceal her makeup imperfections. Having that done on live television while performing her setlist on stage, showcased the product to immeasurable consumers. The powder had hidden the oiliness of her skin, proving the quality of the product and as well as the authenticity of the brand as Rihanna demonstrated herself. To include, the Fenty Beauty brand is very consistent with combating injustices and uplifting communities. This can be seen as an example where they had a tour across the nation at HBCUs where students can receive a foundation color match and special prizes! With this college campus promotion, they are resonating as a brand for younger generations and creating publicity for their inclusiveness.