Consumers say they want 'authentic' items and brands, but what does that mean? Corporate storytelling plays a big part in backing up those words. The New York Times makes this point: "You could argue that these stories are a reaction against goods delivered by container from China, to be bought at Walmart." http://nyti.ms/1BdFGfA.
In the bracingly sardonic style that The Economist musters so well, a November 14, 2015 article by Schumpeter states: "Shoppers at Whole Foods can peruse scintillating biographies of the chickens they are about to casserole . . . . authenticity is far easier to pull off when your product has some real-world qualities that its competitors lack. The most striking recent example is that of America's craft beers." http://econ.st/1Oe5LTc (Illustration copyright 2015 Brett Ryder; it appears with the The Economist piece.)
Your brand storytelling develops authentic muscle when it's based on your corporate history.
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