A brand can no longer afford to simply trade on an idea of what it stands for. Instead, in this era of radical transparency, a brand must be willing to tell the story of what it’s actually doing.
Yep -- storytelling without living the story is inauthentic. Business storytelling has to be authentic or you are doomed. You've got to have a story. But then you actions and story have to match up to generate authenticity.
Read this article for a really good discussion about branding, storytelling and walking the talk. Otherwise your storytelling is just another form of vaporware.