Let’s link Positronics with another tech/A.I concept you may have heard of…
Welcome back! In our previous newsletter, we talked about the concept of Positronics (influenced by the work of Isaac Asimov) as a new mindset and approach to branding that emphasizes humanity, logic, ethics, and projecting authenticity in an increasingly A.I.-driven world.
Today, I’d like to connect that with another tech/A.I concept you might have heard of: the Turing Test. In 1950, English mathematician and computer scientist Alan Turing asked a vital question: can machines think? In response, he developed what he called “the imitation game”.
The rules are simple. A human interrogator has a text-based conversation with two hidden players, one of which is human, the other a computer. If the interrogator can’t distinguish the machine from the human after a set time, the computer has passed the test.
At this point you’re likely wondering, a) which was the movie with Benedict Cumberbatch? b) Are he and Eddie Redmayne the same actor? c) what’s Hersh talking about, and b) how does any of this relate to branding? Well, that brings me to my question for you, which is, “does your brand pass the Turing Test?”
In other words, is there conspicuous humanity, heart, and authenticity behind your brand? To put it another way, if a stranger were to engage with your brand—i.e. your website, socials, emails—would they recognize a human touch behind it, as opposed to just automated noise? Or would you fail the Turing Test, and sound like every other generic bot on the block?
If your answer to the first question is yes, that’s great! But if you’re not feeling so confident, here are some definite steps you can take to bring a more authentic, human, and yes, Positronic touch to your brand.
If there was ever a time for the Positronic mindset, it’s right now.
Bringing Authenticity to Your Brand
We live in a world that’s become far too corporate, and that means people are yearning more than ever for positivity and authenticity. Luckily, there are countless ways to infuse both into your brand.
For starters, it’s important to define what authenticity actually looks like. In the wise words of marketing expert Kelsey Miller, “Personal authenticity in branding means consistently showing up as your genuine self, without pretending to be what you think others want. It’s aligning your values, voice, and actions, then communicating that truth across every channel.” Miller astutely observes that authenticity, in its best sense, is about transparency. It’s about building trust, connectedness, and relatability by letting your audience know who you are, rather than just what you have to offer. In short, transparency, authenticity, consistency, and trust are all strongly intertwined.
Transparency means admitting mistakes (after all, what’s more human than screwing up?), and giving your audience a behind-the-scenes glimpse into how your brand operates. That form of transparency, practiced on a regular basis, in turn builds trust, letting your clients and audience know that they’re valued and respected. Above all, transparency, authenticity, and consistency aren’t just values that are “nice to have”: they’re integral to making your brand sustainable.
“Authenticity is no longer optional,” Miller explains. ‘It’s a decisive competitive advantage when showcased through your personal brand.” And don’t just take my word (and her word) for it: Frontify.com writes that 90% of customers say they’re looking for authenticity when deciding which brands to support.
Authenticity also extends to one of the best tools in your arsenal for brand success, which is good storytelling. What brand doesn’t want their story to be as compelling as possible? The opposite is what I call “Fauxthenticity” – kind of the authentiwashing… appearing authentic while, well, being full of —.
Part of the Positronic approach involves building credibility by telling your brand’s story in a way that’s honest, genuine, and relatable. For example, you can share a photo of your personal workspace or other personal real-life settings, or a video reflecting a challenge you or your company recently overcame (thank you to Harvard Business School Online for that suggestion). That being said, you’ll want to steer clear of pitfalls that represent the opposite of authenticity, such as oversharing/venting, virtue signaling, and chasing after trends (reactive branding, in other words).
Unlike reactive branding, good branding is about genuine connection, rather than whatever trends happen to be in vogue in the moment. This observation from Frontify especially resonated with me: “Consumers need brand authenticity not just for trust, but for community — a way to identify themselves with a problem or a cause, whether global or local, and have real impact through the brands that fight for it.” Positronics is about exactly that: using branding as an effective, practical tool for building community and genuine connection. If your brand can achieve that, you’ve definitely passed the Turing Test.
If you’d like to delve deeper into the theme of AI, ethics, and branding, join us at 1pm ET on September 25, 2025, for Actual Intelligence: A.I. That Won’t Kill Your Brand.
And of course I’m always happy to chat about working with you 1-1 or in my Authority Lab mastermind.