behaving authentically

[user_user]

Jack Daniel’s Brand Values

"AUTHENTICITY

Jack Daniel’s gets its credibility from a real history. Every aspect of the brand is rooted in a respect for tradition and those who came before us. We are behaving authentically when we proudly acknowledge our past, but do so in a way that relates to the present."

(INDEPENDENCE

Fierce independence is a hallmark of the brand. It’s fueled by the confidence that comes from knowing exactly who you are, and being comfortable in your own skin. It means being always willing to stand apart and have a decisive point of view – resistant to the pressures of culture and society.

INTEGRITY

It’s about walking the walk – having the strength to make choices based on one’s own moral compass, staying true to yourself and your code. Integrity is intrinsic to the brand, and by choosing honesty over artifice and character over pretentiousness, we inspire people to live up to the brand values.)

Question: Is the author trying to say "behaving authentically" means the same thing as "acknowledge our past"?

 

[Skrej]

No. It's supposed to mean they're being true to their own values or history, etc.

It's just marketing fluff - meant to sound good, but essentially meaningless.

It's a great example of a propaganda technique known as 'glittering generality'.

 

[Tarheel]

It doesn't matter how much integrity they have. If you are not a whiskey drinker, that is not going to be persuasive.

 

[SoothingDave]

If you have to tell people you're "authentic," then you're probably not.