Special Edition: Faking Authentic
On today's episode, a special edition of Authentic Influence: a deep-dive into what happens when a brand attempts to fabricate authentic moments in marketing, sparked by the recent backlash to Peloton's 2019 holiday ad.
The episode features three perspectives:
Andrew Essex, former CEO of Droga5; current CEO of Plan A, a creative holding company
Peter Horst, founder of CMO Inc.; former CMO of Capital One / Hershey / Ameritrade
Mike Shields, CEO of Shields Strategic Consulting; former advertising journalist for BI, WSJ, and AdWeek
Today, you'll learn:
The context of the Peloton ad, and the general reaction to and backlash surrounding it
Perspectives on peers and consumers as the gold standard of authentic messaging
Why, despite those perspectives, brands are continuing to pump millions into faking authentic
Thoughts on "critic culture": an increasingly sensitive public which comes together in "piling on" to things it dislikes
The juxtaposition between the Peloton and the viral parody it inspired
Outlook: how could brands feature more real consumers going forward?
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Reach out to Adam Conner on LinkedIn at https://www.linkedin.com/in/adamjconner/ or via email at email@example.com with suggestions for guests, content, or general interest/feedback.
Find more at https://www.podcast.vivoom.co/.
Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)