Part 3 of the TED Radio Hour episode Brand Over Brain.
About Joseph Pine's TED Talk
Customers want to feel what they buy is authentic, but consultant Joseph Pine says creating "real" authenticity is a challenge.
About Joseph Pine
Joseph Pine is a writer and consultant to entrepreneurs and executives. He's co-author of the books Authenticity, and The Experience Economy, which argues that consumers seek out memorable "experiences" when they buy goods and services.