"Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand."

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Not to know one's true identity is to be a mad, disensouled thing — a golem. And, indeed, this image, sick-eningly Orwellian, applies to the mass of human beings now living in the high-tech industrial democracies. Their authenticity lies in their ability to obey and follow mass style changes that are conveyed through the media. Immersed in junk food, trash media, and cryp-tofascist politics, they are condemned to toxic lives of low awareness. Sedated by the prescripted daily television fix, they are a living dead, lost to all but the act of consuming.

— Terence McKenna