Authenticity is a word that is used a lot in marketing these days, but what do we really mean by "being authentic". Today I talk with Chris Rosica who has interviewed many successful entrepreneurs on this area for his new book called The Authentic Brand. We discuss

In an age of celebrity and pop culture do consumers really want authenticity?

The importance of speaking to your customers as real people

How an authentic brand is not a set of values but a passion for a larger societal passion

The power in the naming of your company

How authenticity is developed through the values of the leaders rather than as a marketing concept

How companies can use geo-branding

The importance of the search for perfection for their brands

How strategising your life works hand in hand with strategising your business

How leadership styles are different across entrepreneurs

How the authentic entrepreneurs are consumers first and leaders second

Does an authentic brand match consumers values to the service rather than brand values to the consumers?

If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or hop over to Facebook group for The Engaging Brand. or the new room set up on Friendfeed

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