Seth, having recently done a DishyMix interview discussing his new book, Meatball Sundae*, is now guest blogging here to respond to listeners’ questions.

*Get Meatball Sundae FREE.

Ben Shipley, Special Projects Director

ConfuciousSays - Shanghai, PRC

Ben asks: “The internet has increased the value of authentic stories, and of brands that have them. How is the trend we are seeing with larger, more traditionally logo /image brands combing their histories and presenting their own ‘authentic stories’ going to affect the smaller brands that have had the advantage of the consumer’s desire for authenticity up until now?”

Seth Answers: “I think the ‘history’ of Gillette or Levi Strauss is just a tactic, not a valid piece of authentic storytelling, UNLESS the brand also lives the story. Living the story, though, may mean that Levi’s can’t be hip and cutting edge, because its founder never was.

True authentic stories are told by real human beings who stand for something, as opposed to interchangeable brand managers who need to make this quarter’s numbers.”

Listen to the Interview HERE:

Seth Godin, Leader of the New Marketing Movement on Authenticity, Google Dicing and Orange Rubber Squids