1) Natural Authenticity - products/services that exist in a natural state in or of the earth, untouched by human hands, not artificial or synthetic i.e. organic goods, whole foods, Burt's Bees
2) Original Authenticity - products/services that possess originality in design, being first of its kind, never before seen by two eyes, not a copy or imitation i.e. iPod, design cars,
3) Exceptional Authenticity - products/services that are done exceptionally well, executed individually or extraordinarily by someone demonstrating human care, not unfeelingly or disingenuously performed i.e. Nordstrom, Southwest Airlines, great hotels and restaurants4) Referential Authenticity - products/services that draw on some context, drawing inspiration from human history, and tapping into shared memories or longings, not derivative or trivial i.e. English ales, Russian vodka, Persian rugs, "From the makers of" movies
5) Influential Authenticity - products/services that exert influence on other entities, call on human beings to a higher goal, provide a foretaste to a better way, not inconsequential or without meaning i.e. Dove's Campaign for Real Beauty, Frank Gehry designs, Cirque du Soleil, Kiva.org, Purpose-Driven Life