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Beyond the Hype: Authenticity in Action

Beyond the Hype: Authenticity in Action

There’s a lot of talk these days about brands and authenticity. The advice goes something like this: Be honest, be intelligent, and be more than a money-grubbing machine.

In essence: Don’t be a turd.

Part of me understands why this conversation is necessary. A bigger part of me thinks “brand authenticity” has been overblown into a trendy idea, as if someone had an “Aha!” moment and decided being genuine was a clever way to get people to like them. But authenticity isn’t an idea or a skill or a tactic.