In today's saturated market, customers are becoming increasingly discerning about the products and services they choose. Authenticity has emerged as a key factor that influences purchasing decisions. Authentic brands are those that can genuinely connect with their audience, convey a sense of honesty and transparency, and align with their core values. Finnish companies and brands have traditionally been successful in B2B industrial value chains, and we want to conceptualise how Finnish brands in particular could utilise their uniqueness coming from the cold, far north with exceptional talents, trust-based society and ethical business practices.​ The challenge is to explore and create solutions that help Finnish brands become more authentic in their interactions with customers, talents and value chain. Authenticity is not just a buzzword; it's a powerful concept that can drive brand loyalty, foster trust and, ultimately, lead to business success. In this challenge, we invite you to delve into the world of authentic brands and propose innovative ideas that can revolutionise the way businesses operate. How might we better highlight the best parts of the Finnish business culture, society and ethics? How should we communicate about the upsides of working with the Finns? What kinds of visuals, marketing messages and talent recruitment tools could be generated to highlight the ”Finnishness” of the brands?​