ABSTRACT
In this chapter, I propose that brand experiences allow consumers to achieve selfauthentication and authoritative performances. Using the case of the Morgan Motor Company, I identify how consumers use this brand to achieve an authentic self. Building on insights from Morgan owners, I identify seven ways in which marketers can enhance their brand’s authenticity and provide consumers with an experiential platform. I will provide background on the Morgan Motor Company, provide consumer examples of self-authentication and authoritative performances, and identify seven ways in which marketers can enhance the authenticity of their brand.
