What makes a brand authentic?

History of authenticity.

Corporations have always been unreal.

It needs no sleep, it takes no vacations. If you prick it, it does not bleed. If you tickle it, it does not laugh.

Lustig (1982: 10)

Being authentic meant finding a corporate soul.

Presenting a human face.

Drivers of authenticity.

Declared Beliefs. Standing for more than money.

Is it that simple?

Create greater meaning.