I think that brand authenticity is actually an oxy moron. I don't think that reputation and character are the same as brand. And i also think that people that are seeking to be brands are going down a really slippery slope, because brands are manufactured. Brands are created by people with a very specific goal. humans are inconsistent, and we're messy and we lie,. Those are all things that brands aren't aspiring to be. We change our mind we should be changing our minds.