What is authenticity?

Many brand marketers talk about authenticity and authentic brand. Their traditional definition of authenticity fails because they assume that each brand has a core self that we just need communicate to the world.

I do believe in a true self. But, it's not some isolated nugget we have dig deep to find. The true self happens a million times a day. Every time a person interacts with the brand, the true self reveals itself. The true self is not something that remains stable and never changes. This is true for humans as well as brand. This Newsweek article explains how personalities are a lot malleable than previously thought.

Authenticity is not the stable expression of some strong brand core. It is a dynamic, always changing process. Authenticity is a journey to the real self. So you can become who you really are.