It's summed up in an 1835 statement by Kierkegaard: “The thing is to find a truth which is true for me, to find the idea for which I can live or die."
Where heroes live and die for others' ideas, authentic people would be anti-heroes.
It's only anti-heroes who follow their own paths; and who disrupt and innovate.
For brand marketers, authenticity's opposite isn't inauthenticity, but Disneyfication, , storytelling that renders every story "safe" for audiences who can't handle the truth.
So how can your brand be authentic?