Authenticity has become a cliche term in brand marketing, but seemingly unintentional missteps by brands like Burger King, American Eagle, and Southwest Airlines got Max and Elke wondering - how would you even define authentic in 2025? They use this episode to analyze that question through the lens in which we see it manifested: planning mistakes, lazy copywriting, failure to account for cultural perceptions, and consumer trust. There's some secret sauce revelations here too, as they look at some brands that have found a way to turn missteps in to positive narrative builders, giving them a pathway to deeper understanding of their potential audiences.