"Authentic" is a word that so many people are using these days, insead of the new strategic. Since we've been out of dipers, "we've been very calculated about what to say and how to act," he says. What's a brand? A brand is a promise. It is not a logo. And so let's strip away the artifice and get back to what did you want me to expect from you? Cause that's why it's called work."