The term authentic is from mid-14c., autentik, "authoritative, duly authorized" (a sense now obsolete), from Old French autentique "authentic; canonical" (13c., Modern French authentique) and directly from Medieval Latin authenticus, from Greek authentikos "original, genuine, principal," from authentes "one acting on one's own authority," from autos "self" (see auto-) + hentes "doer, being."

Brands no longer have an option other than representing themselves honestly and transparently. Authenticity is crucial to continued loyalty from smarter customers. In the long run, build an authentic foundation and a community of brand ambassadors to establish and maintain authenticity.

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Authenticity, honesty in a turmoil, genuine results