If brand authenticity can be defined as giving people a reason
to care, how do we create authenticity to fuel a better
connection?
Jon Towell answers this question in the summer issue of PM Forum's
members' magazine and introduces the topic by reminding us of
the 'living authenticity' that is Bruce Springsteen.
'It's 15 March 1999, New York City, and Bono is
welcoming Bruce Springsteen into the Rock'n'Roll Hall of
Fame. Here's a shortened version of his speech.
"Rock stars are supposed to make soap operas of their
lives, aren't they? If they don't kill themselves first.
Well, you can't be a big legend and not be dysfunctional.
It's not allowed. Then there's Bruce Springsteen. Handsome,
handsome mother with those brooding brown eyes that could see right
through America. Credibility – you couldn't have more,
unless you were dead. He didn't sell the hype that screwed so
many people. Instead he wrote real stories about real people. He
connected through authenticity
