Inauthentic authenticity and how to fake keeping it real

An article (not yet online) in the most recent May 2007 Fast Company about authentic brands (my new obsession) led me to a character-driven branding organization called...Character...here in gorgeous but rainy Portland, Or.

This is a beautiful case study on how they approached reviving an old brand character with "enormous equity" who's most compelling characteristic is now inappropriate...Punchy is pure gold.

Back to Fast Company...when I saw the tout on the cover of the magazine saying "Selling Authenticity: BMW, Nike, Starbucks and More" I was compelled. I've been thinking a lot about authentic marketing lately, about "transparency" as a way to dimensionalize the brand, to expose and share passions that are rarely shared in the marketplace. Could this be a new and transforming force in the marketing world?

This piece is about manufacturing and maintaining the perception of authenticity. I'm jaded, there's no denying that, but when I read about Juan Valdez and the challenges that the Coffee Growers of Columbia are having maintaining his relevance I get nappy (not Don Imus nappy, like I want to take a nap, nappy).

Am I a silly idealist to think that authentic authenticity might work? Instead of letting the people of Second Life interpret the "essence" of your brand, why not try to be really real?

I'm off to read the latest Wired that's touting "radical transparency" on it's cover...I can't wait...