Authenticity is an ever-increasing element of modern marketing. Advertisers are using community content and social causes to draw attention, such as the recent anti-bullying ads from Burger King, but is it authentic concern or a disguised sales pitch? Did the ad connect with the right audience as intended? Is it authentic to the BK brand? Why or why not?
So what can BK do to prove the authenticity of a campaign like this? By sharing background, decision making process, planning and collaborators. The Golding Group partners discuss how to stay authentic to your brand by being open, transparent and honest about the good and bad. Show the "warts and all" as the saying goes. Don't forget, you can't fake the funk. The public sees through deception and dirty tricks.
Bonus: Pritch is apparently afraid of the Burger King and finds the TV character to be a bully of sorts.
Recorded at the OU Innovation Hub, a great space for creative professionals and entrepreneurs. http://www.ou.edu/innovationhub.html
Subscribe to the NeoMarketing podcast on iTunes http://bit.ly/TheGoldingGroup and videos on YouTube http://bit.ly/GoldingGroupYouTube
Every week on the NeoMarketing podcast, The Golding Group partners Pritch Pritchard, APR and Kyle Golding briefly (5-8 mins.) discuss best practices, latest trends and modern techniques for professional business communications including advertising, marketing, digital channels, social media, public relations and alternative options. Educational, informative and (hopefully) entertaining.
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