The importance of authenticity in marketing is much talked about but often misunderstood. In the book I looked at authenticity through the lens of hip hop culture, where authenticity is also of utmost importance, comparing Diddy’s confusing partnership with Burger King to 50 Cent’s more productive relationship with Vitamin Water.

This week both artists are at it again, and 50 still seems to be thinking more clearly about his brand than Diddy. Diddy recently teamed up with Burger King again to produce a Sean John-designed container for French fries, the ‘fry pod’. Lame concept aside, there is no authentic reason for these two brands to be working together. The video below posted by a bemused consumer says it all.

Meanwhile 50 is making marketing headlines this week, shunning a similar proposal from Taco Bell. Company president Greg Creed asked Fiddy to change his name to 79 Cent, 89 Cent or 99 Cent for a day to promote Taco Bell value meals—and then rap a lunch order, using the revised currency when referring to himself.

According to Ad Week’s Adfreak blog, “In return for all this, Taco Bell promised $10,000 to a charity of Fiddy’s choice. “We know that you adopted the name 50 Cent years ago as a metaphor for change,” Creed reportedly wrote. “We at Taco Bell are also huge advocates for change. … We encourage you to ‘Think outside the bun’ and hope you accept our offer.” The offer was not accepted. A rep for the rapper called the invitation a “sleazy and ill-conceived publicity stunt,” and Fiddy himself added, “When my legal team is finished with them, Taco Bell is going to have a new slogan: ‘We messed with the bull and got the horns!’ ”

I’m not quite sure what’s more ridiculous, Taco Bell thinking they could get 50 Cent to do anything, let alone change his name, for 10k, or Fiddy’s threats of legal action (for what exactly?). Nevertheless Fiddy made the right decision where Diddy did not. It amazes me that hip hop culture has been alive and kicking for over thirty years, and some of the world’s largest artists and brands still manage to misunderstand it every day of the week.