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In today’s world being authentic is essential for a brand. Authenticity cannot simply be a buzzword within your company’s mission statement, it must permeate every aspect of your business. Who better to discuss this with than, Ray Kerins Jr., SVP & Head of Communications, Government Relations & Policy at Bayer.

I had the privilege of sitting down with Ray after his discussion on music as a CSR platform at SXSW, as a client and as a sponsor it is always great to have the Bayer team partner alongside of us. During our chat we discussed the importance of brand authenticity, how Bayer has remained authentic through various initiatives like the Luke Bryan Farm Tour and their work with VETTED, plus we dive into his days of collegiate cheerleading and fighting fires. Take a listen below.