This month's issue of Ode magazine has a great Article on authenticity, entitled "Survival of the Real-est."

There's a lot of great stuff in the article from some brilliant writers on the topic (David Boyle, Neil Crofts, Paul Ray) but a quote from Trudelies Van der Poel hit the hardest:

"This is the biggest challenge facing brands today: rediscovering their Inspiration. It is a process that can only be done by going inside, with less market research and more self-examination. It's the fastest way to reach a growing public that is yearing for authenticity, genuineness and inspiration."

Phew! "Authentic branding" is not an oxymoron!