People are people. They aren’t brands. When people become “brands,” they stop being people and become one of three things: vessels for cultural archetypes, characters in a narrative, or products. … Can you realistically remain “authentic” and real once you have surrendered yourself to a process whose ultimate aim is to drive a business agenda?
I'm right there with author Kat Hansen, Oliver Blanchard, Gregg Morris and other colleagues on this topic.
Effective business storytelling is all about authenticity. It is easy to cross the line into fakery when your story is so objectified it becomes disconnected from reality.
Go read this great article, take the insights to heart, and stay real.