Authenticity

Another good article in the May 2007 issue of Fast Company magazine on the appeal and risk of authenticity.

Under "What does it take to be authentic?" they wrote:

1. A sense of place


2. A strong point of view


3. Serving a larger purpose


4. Integrity

Update from June 2007:

A letter in the next issue (Jul/Aug 2007) not confusing a brand's "gesture" with its "raison d'etre."  The example given was for Abercrombie & Fitch.  If their mission is to make the most extraordinary gear for the most fascinating people when they do the most interesting things, then its gesture can evolve from making hunting gear for aristocrats who go on safari in Africa to surf wear for college coeds who go to Costa Rica for spring break.