09 An intro to narrative design Chapter 昀椀ve How to instill authenticity - and why it’s key [podcast] Authenticity is a key component of product storytelling. If your consumer doesn’t believe that your brand is genuine about its products/services, then they won’t buy into your values – or buy your product. Therefore, authenticity is a key component in the formation of a cohesive brand strategy. In the Storyselling Podcast, host Elliott Rayner, CMO at ARION, welcomed Rachel Howard, Vice President/Brand Director at Adidas Russia, to discuss the focus on the story itself, and speci昀椀cally how to create a product story that resonates with authenticity. Press Play