Grateful Dead and Brand Authenticity

The goal of this project for my graduate-level “Mass Media and Society” course was to compare the Grateful Dead and brand authenticity. I compared literature on brand authenticity to the Grateful Dead and looked for similarities and differences. I found that the Grateful Dead was able to give their fans control over how the band existed in culture and that brands may be viewed as more authentic if they give the people who use their products more control of their presentation in culture.

Click here to view my paper.