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 Authentic

Companies need to showcase vulnerabilities to build authenticity: Adobe Digital Marketing Summit

March 22, 2012

Consumers are more likely to like and trust a brand if the company's marketing efforts are authentic, said Twitter co-founder Biz Stone during the opening address at the second day of Adobe's Digital Marketing Summit in Salt Lake City. To do that, companies would do well to show their vulnerable side, he added.
 

The nuance of nuance

Mat Zucker, is a member of the John Caples International Awards Executive Board December 01, 2011

I hope you don't need me to tell you how important the idea is in marketing these days. When everyone has the same list, the same boring offers, comparable infrastructure and wide array of media choices, it's the creative idea that differentiates - the single idea which reflects the brand's point of view and connects with the customers to provoke a perceptual and behavioral change to solve a problem.