Companies are always asking questions about how they can seem more authentic, seem more real. It helps if you actually are.
Stumbled onto i360 this evening. They are a company in the Sacramento area that makes headwear that holds your iPod so you can do what you want to do, and listen to your music without having to worry about wires.
Watch the video below. Great example of telling a company story, selling the benefits and capturing and communicating the soul of the brand.