You notice how important authenticity is when a company goes about it the wrong way. I posted an article on Coca Cola a few weeks back, but I saw another one of their silly commercials and had some thoughts... If you haven't seen them, they're the ones where Coca Cola hires millennials, who look like what non-millennials think millennials look like, to try to act like the millennial stereotype, while doing millennial things, who also just happen to love drinking all of Coca Cola's new millennial flavors-- you know... the ones designed for millennials.

Compare that with GE's latest commercial push and the egregiousness of being inauthentic becomes more clear. Here, GE is very much being who they are; a hyper-intelligent company producing goods for people that care more about supporting their families than knowing how airplane turbines work.

Ultimately, it comes down to the optics of confidence. Does it feel like the brand is confident in who they are, or does it feel like they're trying to manipulate their image just to be liked by more people?

Being inauthentic should really be a branding sin. Who wants to associate with people/brands/companies that care more about being liked than being themselves?

Brandon Cohn