The early 19th century German philosopher, Georg W.F. Hegel is best known for his system of inquiry into the nature of reality and in particular the categories of thesis, antithesis, and synthesis. Hegel argued that whenever there is one trend there will be an opposite one and what works is what is actually in the middle; the synthesis. When we apply this to brand storytelling, we find that the most authentic voice is the middle ground between the brand and the audience. In this talk Barbara will explore how influencer marketing is the half-way point between reality and illusion and how it can be used to create a brand message that is both professional and authentic.