Authentic

Thumbs-Up to Disruptive Brands and Authentic Narratives

Thumbs-Up to Disruptive Brands and Authentic Narratives

Pandora CMO Simon Fleming-Wood acts on the believe that "the product is the marketing."

Why Out-of-Control Social Conversations Are a Good Thing

Why Out-of-Control Social Conversations Are a Good Thing

Creating unnatural conversation pieces doesn't work online just as it doesn't work in real life.

When Social Media Comments Go Negative, Should Your Brand Respond?

When Social Media Comments Go Negative, Should Your Brand Respond?

Transparency and authenticity in social media is a must to build customer trust. This means embracing criticism and managing it.

"Unmarketing" to Increase Customer Loyalty

"Unmarketing" to Increase Customer Loyalty

Sometimes it's good to tell customers, "Here's what you don't need to buy from us."

Marketing That's Easier Than the Texas Two-Step

Marketing That's Easier Than the Texas Two-Step

Master social media with this three-step approach to engaging customers in social channels.

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

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

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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

The nuance of nuance

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.

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