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.