Love it or hate it authenticity has become a buzzword in marketing language in the last couple of years. You don't need to sit in a marketing meeting long before this word gets thrown into the mix.
"We need this video series to feel authentic." "Our ambassadors need to be authentic individuals in the sports they represent." We want to tell an authentic story." and the list goes on.
In this episode, Ian McWilliams the Senior Manager of Brand Creative at Klean Kanteen shares his perspective on why it's turned into a buzzword.
From the episode:
"At it's most basic, it's faithful and realistic telling of a story."
"It's unfortunate it's become a buzzword because I truly believe it's such a core concept to the brand marketing we do, especially in the outdoor space."
"One of the problems with the word authentic is it's frequently used, sort of as an adjective within a piece of creative direction."
Follow Ian and Klean:
@kleankanteen
@hayduke1982
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Produced by Port Side Productions
@backcountrymarketing
@portsideproductions
@coleheilborn
We believe that great marketing is built on great storytelling, but those stories must be crafted with intention and purpose. This podcast was born from our mission to close the gap between marketing strategy and production execution, because it’s in the confluence of these two elements that brands are elevated, become culturally relevant, and establish a lasting legacy.
As a marketer in the outdoor industry, the odds are stacked against you. Does this sound familiar?
“You’re part of a small, talented, yet overworked team with a limited budget facing hundreds of ways to grow your brand and stand out in a sea of sameness. Some days you feel like quitting and getting a corporate job that pays more but then you realize, I get to work in an industry that some people only dream of working in. Sure the challenges are real, but this is better than a cubicle right?” If this sounds like you, you’re not alone.
Consider this podcast your guidebook to navigating the ever-changing world of marketing. This podcast is produced by Port Side Productions, a video production company that works with outdoor + athletic brands to help them stand out, launch products, build brand equity, and grow their business.
Storytellers by day, podcasters by night. While our day job keeps us busy creating films, we started this podcast because it's these types of deep, fundamental questions that keep us up at night.
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