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 companyPeter Horst, founder of CMO Inc.; former CMO of Capital One / Hershey / AmeritradeMike Shields, CEO of Shields Strategic Consulting; former advertising journalist for BI, WSJ, and AdWeekThe context of the Peloton ad, and the general reaction to and backlash surrounding itPerspectives on peers and consumers as the gold standard of authentic messagingWhy, despite those perspectives, brands are continuing to pump millions into faking authenticThoughts on "critic culture": an increasingly sensitive public which comes together in "piling on" to things it dislikesThe juxtaposition between the Peloton and the viral parody it inspiredOutlook: how could brands feature more real consumers going forward?Be sure to stay subscribed for more content and thought leadership like this, and do please leave a rating and review on iTunes if you like what you hear.
Reach out to Adam Conner on LinkedIn at https://www.linkedin.com/in/adamjconner/ or via email at [email protected] 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)