Big Company Teaching Authenticity

Lately, I’ve been thinking about authenticity in marketing—specifically, how big companies are leveraging meme advertising to connect with their audience. There’s one app-based global company (let’s keep their name out of this) that’s been doing this so well it’s worth dissecting.

Their recent campaign was a masterclass in using humour, relatability, and cultural awareness. They didn’t roll out polished, high-budget visuals; instead, they leaned into memes—those lazy, funny, and undeniably shareable graphics that speak the internet’s universal language. And guess what? It worked.

But here’s the kicker: they’re not a local company. Their headquarters might be continents away, and yet their advertising makes them feel like the friendly neighbourhood business that’s just around the corner. That’s the magic of their strategy—world-class service combined with an approachable, down-to-earth brand personality.

Here’s where my mind started to wander. Why is it that small and medium enterprises (SMEs)—who actually are local, accessible, and personal—are so desperate to act like they’re massive, billion-dollar brands?

SMEs spend so much time trying to perfect their image, to look “bigger” than they are, that they completely miss the opportunity to capitalise on what truly sets them apart: their authenticity, their proximity, and their human touch.

Let’s break it down:

• Big businesses know they lack that personal connection, so they invest millions into campaigns that make them feel relatable and approachable.
• SMEs, on the other hand, actually have that personal connection but bury it under layers of perfectionism and impersonality, trying to act bigger than they are.

It’s ironic, isn’t it? The local baker tries to look like a global bakery chain while the global bakery chain tries to look like your local baker.

The company I mentioned earlier nailed their meme campaign because they understood two key things:

1. Relatability sells. Their meme-based ads felt like they came from a friend, not a corporation. People laughed, shared, and engaged.
2. The message matters. They weren’t selling perfection; they were selling accessibility, ease, and humour—a direct reflection of what their service promises.

Despite being massive, they nailed the perception of being small, approachable, and fun. And that’s where they outshine many SMEs.

Instead of trying to appear as something you’re not, lean into your strengths.

• Be local, be personal. You are the friendly neighbourhood business. Use that to your advantage.
• Be transparent. You don’t need to be perfect. People appreciate humility and honesty far more than a polished facade.
• Show your human side. People love knowing there’s a real person behind the business. A simple, “We might not be the biggest company, but we care deeply about solving your problems” can go a long way.

Here’s the hard truth: no one wants to work with billion-dollar companies. Their customer service is robotic, their processes are impersonal, and you’re just another entry in their revenue stream. When clients work with an SME, they’re looking for special attention, a human connection, and someone who genuinely cares.

Big companies are winning your clients because they’re stealing the one thing that SMEs should own: authenticity.

• They use humour, relatability, and memes to feel small and approachable.
• SMEs, meanwhile, get caught up in creating overly polished content that feels distant and inauthentic.

As Jim Carrey once said, “Your need for acceptance can make you invisible in this world.”

If you’re trying to be something you’re not, you’re missing the opportunity to stand out. Clients want to connect with businesses that feel real. They don’t care about how big or polished you look—they care about how you make them feel.

Embrace what they already have: your local roots, your personal touch, and your authenticity. Stop comparing yourself to massive brands. Stop copying their strategies. Instead, focus on being the approachable, high-quality, and transparent business that clients want to work with.