Horsemeat has served us a very important lesson. Every part of the enterprise has a role in brand reputation; even the supply chain. Today, social media lets people poke through a brand's public face and get talking about what's happening below the surface. That transparency can serve brands well, and there's big upside for authentic brands to share what they do. But if something along the way doesn't square up, the brand risks the all-important attribute of authenticity.