The Authenticity Formula

Why do many brands, despite clear values, come across as not credible? In his new book "The Authenticity Formular", John Lam presents the results of a global interview study with CEOs, culture strategists, designers and brand experts. Authenticity doesn't fail because of a lack of statements, but because of the missing coherence between values, culture, trust, participation and integrity. A reflection on the invisible fractures of modern brands - and on what would truly make them credible.