In this video, global brand strategist and thought leadership coach Joanne Z. Tan unpacks: ✅ What brand authenticity really means (beyond buzzwords) ✅ How brands like Cracker Barrel and Coca-Cola show the risks of losing authenticity ✅ Why “social-first” brands are outperforming others with double-digit growth ✅ How AI is changing consumer perception—and why humans must lead creativity ✅ Practical steps to protect your brand identity, vision, and trust in the AI era
To read it as a 3-min blog
To watch it as a 10-min video
Why does authenticity matter more than ever? According to the 2025 Edelman Trust Barometer, trust in institutions is dropping, while trust in brands is rising. Consumers are no longer just buying products—they’re investing in purpose, values, and honesty. Brands that “walk the walk” and “talk the talk” are the ones building loyalty, stability, and real human connection.
🔑 Questions to consider for your own brand:
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What do you truly stand for?
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How do your brand promises align with your actions?
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Where should humans control, and where should AI support?
If you want to rise above the AI noise and build a brand that people trust, follow, and love, this video will give you the frameworks and insights you need.
Timestamps: 0:00 – Why Brand Authenticity matters now 2:45 – Trust shift: from institutions to brands 5:10 – What authenticity looks like in practice 8:20 – The AI dilemma: efficiency vs. human connection 12:15 – Case studies: Cracker Barrel & Coca-Cola 15:40 – Building an authenticity strategy for the AI Age
About Joanne Z. Tan
Joanne Z. Tan is a global brand strategist, thought leadership coach, and CEO of 10 Plus Brand, Inc. She guides leaders and organizations in decoding their brand DNA, discovering their unique value, and building trust in the AI age. Her coaching emphasizes comprehensive strategies, business modeling, thought leadership and high authority content creation, brand building, culture, teamwork, resilience, authenticity, and celebrating progress—mile by mile.
©Joanne Z. Tan all rights reserved.
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