Social Media Week

“Authenticity” is one of the biggest buzzwords in marketing today, but what does it actually mean? And what are some of the watch-outs for a more transparent approach to brand marketing and communications?

In this session, we’ll demystify authenticity in marketing, sharing case studies and best practices for evolving your brand for a new consumer landscape in which people increasingly base purchase decisions on brand values and missions. We’ve assembled a panel of marketers who have helped make their brands famous for their authenticity to share with us the tactics they are employing to bring this mantra to life across the entirety of their marketing strategies.

Audience takeaways:

• Defining authenticity: What does it mean to be “authentic” and is it the same for every brand? How can brands balance authenticity while mitigating the risks that come with it?
• Developing a framework for authenticity: How do team processes and structures shift with a more authentic model? Does this approach require new skillsets?
• Transparency 101: How can brands be more transparent while staying on-message? When do things like transparency and authenticity begin to extend beyond marketing into other functions of the business, like operations and CSR?
• Winning best practices: Brand marketers will share the tactics that have worked for them, along with what they’ve learned along the way.