Public Enemy said 'Don't Believe the Hype'. Maybe this is why.
NOUNDefinition of hype
1: DECEPTION, PUT-ON
2: PUBLICITY especially : promotional publicity of an extravagant or contrived kind
CONTRIVED
deliberately created rather than arising naturally or spontaneously
created or arranged in a way that seems artificial and unrealistic
DECEPTION
the action of deceiving someone
So hype is unnatural publicity designed to deceive us?
As a brand aren't we supposed to generate hype? Based on this definition, we'd rather not.
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