By Nir Wegrzyn

Brand authenticity is undoubtedly the topic du jour within the branding world. Consumers’ exposure to brands through ever increasing touchpoints, and their concern for provenance, means that brands are under increasing pressure to be ‘authentic’. But what does it mean to be authentic, and more importantly, can we ever really achieve it?

The dictionary definition of ‘authentic’ is to be ‘of undisputed origin and not a copy; genuine’. Interestingly, however, the word authentic derives from the Greek word authentes, which means ‘one acting on one’s own authority’. Over time the modern usage of the word authentic has established itself as meaning Read full story ›

Source: The Drum