Authenticity plays a prominent role in our self-understanding, in the perception of other people, and also in brand personalities. Contrary to the idea, however, that one simply has to be oneself, it is not easy to say when exactly one is truly authentic beyond all practiced roles. Looking at a personality considered authentic like Greta Thunberg, who stands for the movement Fridays For Future, which can indeed be understood as a brand, the question arises to what extent the professional staging of a brand excludes any authenticity or, conversely, is to be understood as its condition.