Authenticity 101

This document discusses the importance of authenticity for brands and organizations. It provides a brief history of marketing and branding from the 1980s to today, noting that authenticity has become increasingly important in the 2000s. It also touches on challenges like brand confusion and information overload that make authenticity even more critical for standing out. The overall message is that branding only works when it is truly authentic and reflective of an organization's real identity and values rather than just advertising claims.