Authentic?

Can you "re-brand" yourself as authentic? Isn't that a contradiction in terms? Similar to shaking an Etch-A-Sketch? A great tweet from Matt Viser, a political reporter at The Boston Globe:

Romney's rebranded himself many times: "An independent" (1994) "Someone who's moderate" (2002) "Severaly conservative" (2012) Now, authentic
— Matt Viser (@mviser) January 27, 2015

And from two weeks ago:

 

Challenge for Romney? Man lampooned for wealth wants to run on anti-poverty. Pol whose trip abroad was low point now pushing foreign affairs
— Matt Viser (@mviser) January 14, 2015