Doing Good Meets Skepticism  Authenticity isn’t an option when it comes to the media landscape; it’s based on the currency of trust. The Dove case discusses and illustrates this tension perfectly. Dove is built on empowerment and authentic beauty, but consumers continue to question whether these ideals align with the company’s practices. This kind of skepticism shows a challenge of purpose-driven branding, and when a brand’s values clash with the perception of the public, the