That's such an interesting point, @ElaineTay-TGW! Branding is all about communication, but for me it often feels like a one-way street, i.e. "This is the idea that we want you to associate with our company, product, or service" (Coke = Soda + Happiness). I either receive the message or I don't. If brand authenticity = communication with integrity then maybe it's got to be more of an ongoing conversation between business and consumer, especially now thanks to social media. @Anonymous, @TheDotConnector, what do you think? Has the concept of "brand authenticity" actually changed the way branding has traditionally been done?

Elaine, would you say that "showing up for your customers in a way that matters to them; by listening to them, being trustworthy and caring about what they care about" is true of all authentic brands, or are these characteristics more specific to your personal brand? That all sounds so YOU!