This chapter considers the significance of authenticity in the context of branding and consumer behaviour. Authenticity is a complex construct that cannot be directly measured or calculated like other marketing metrics. It is particularly valued during times of change and uncertainty, serving not just as a unique selling proposition for brands but also as a means for consumers to align their choices with their self-identity and self-projection, underscoring the importance of consistency, conformity, and connection in understanding authenticity. These aspects not only help in defining what is ‘authentic’ but also demonstrate the strategic use of authenticity by brands to establish themselves as landmarks within the cultural landscape of consumers.

This chapter explores how perceived authenticity, influenced by a consumer’s narrative of self-identity and self-projection, aids in navigating the cultural landscape. This navigation involves using brands as landmarks to move closer to, or further from, consumers’ ‘authentic’ selves, thereby underscoring the crucial role that brand authenticity plays in consumers’ lives.

Economic capital is not the sole determinant of a brand’s power; rather, consumer interactions and cultural positioning significantly influence brand narrative and ownership. This chapter focusses on how technologies have complicated these power relations, enabling consumers to co-author brand narratives in digital brand communities. This has led to a fluidity of power where some brands have adeptly navigated the currents, repositioning themselves and engaging new consumers. Using Skype, Burberry, and Old Spice as examples, this case study discusses the failures and successes of brands in maintaining equilibrium in the power dynamic. Burberry’s journey illustrates the brand’s struggle and eventual success in reclaiming its image from unintended consumer associations, while Skype’s decline showcases the challenges of sustaining consumer connection and relevance in a rapidly evolving technological landscape. Old Spice exemplifies the successful redirection of brand power towards a new narrative that resonates with both male and female consumers.