What does it mean to be authentic?

With 'trust' being uppermost in many people's minds when engaging online - be it on the social media sites like Facebook, or sending messages through WhatsApp or any of the other multiplying texting sites - organizations, "Brands", are starting to realize that they need to have a public image that fits with their private one, that their company values or ethics are not at odds, privately, with what their Brand is telling the world. Luke Graham, writing in City AM, tackles "authenticity" and links this to Influencers, and other forms of marketing, which - possibly - point the way as to how an organisation might counter the negativity and show that its public face matches the one it wears in private!

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