your monthly hit of marketing street knowledge
THE NEVERMIND ISSUE
In this era of fake news and a cynical, connected consumer wary of the lies, authenticity is a hot marketing topic..
.. and that’s the theme for this month’s issue.We’ve picked an absolute class album as its soundtrack, featuring the single ‘Come As You Are’. It has to be Nevermind by Nirvana.
One of our regulars Robert Rose – who is the don of content marketing – sets the tone by suggesting that Trust in the Story Starts With the Storyteller; Dave Waller pokes fun at cynical marketers selling authenticity as Even Better Than the Real Thing; Amie Knights gets her hands dirty with real things as she researches the popularity of the artisan; while Gareth May reckons the antidote the consumer is looking for in all this craziness is brand ethics.
Our resident Rockstar, Ted Rubin, continues to tell it straight in his crusade to save retail, shining the spotlight on the relationship between employers and their teams – a theme picked up by John Andrews, who underlines the importance of employees in telling this authentic story.
I hope you enjoy this fantastic issue.
Authenticity is a seductive concept. So much so that marketers are conjuring ever more inauthentic ways to try to sell it. The good news is that authentic marketing needn’t be an oxymoron. You just have to actually mean what you’re saying… Dave Waller explains [ READ MORE ]
TED TELLS IT STRAIGHT
And the moment these employees are are talking to your customers, providing customer service is the only time you have your customer’s undivided attention – and you should be on your a-game when that opportunity arises. [ READ MORE ]
We go backstage with our latest CMO Rockstars..
…and one of them puts karaoke on her marketing rider.
Think you’ve only got one brand? You actually have two, argues Ian Truscott. And the space between them is crucial to ensuring your brand’s authenticity – and trustworthiness.