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. Some Scottish companies and brands ​are globally recognized, but do the customers know they are Scottish? And more importantly: do they care? The challenge is to explore and create solutions that help Scottish 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. How might we better highlight the best parts of the Scottish business culture, society and ethics to our customers? How should we communicate about the upsides of working with the Scots? What kinds of visuals, marketing messages and talent recruitment tools could be generated to highlight the ”Scottishness” of the brands?​ In this challenge, we invite you to delve into the world of authentic brands and propose innovative ideas that can revolutionize the way businesses operate.