Is Authenticity Real?

Part 3 of the TED Radio Hour episode Brand Over Brain.

About Joseph Pine's TEDTalk

Customers want to feel what they buy is authentic, but consultant Joseph Pine says creating "real" authenticity is a challenge.

About Joseph Pine

Joseph Pine is a writer and consultant to entrepreneurs and executives. He's co-author of the books Authenticity, and The Experience Economy, which argues that consumers seek out memorable "experiences" when they buy goods and services.

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