I've heard and read too much about how to strive to be authentic in order to help build your brand. The path to achieve branding Nirvana, according to self-proclaimed experts, too often journeys through the need to understand your brand values and then act in "authentic" ways to support those values.
I think maybe the people putting forth this drivel are 180-degrees out of phase.
Have they ever stopped to consider that perhaps strong brands arise from living authentically according to values that are core to the organization before any marketing is considered?
Strong brands naturally flow from adherence to clear organizational values, beliefs and behavior... not the other way around.
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