It's one thing to talk about authenticity, transparency and the need to be aligned with your customers. It's a total other thing to say how we're going to actually put this into action. It's about the conversation with internal stakeholders. It's a conviction to make this part of your long term planning. And it's a question that you ask at each step of your process: Are we being consistently authentic?

In this episode of CMA Connect, host, and President of the Canadian Marketing Association, John Wiltshire dives deep into the subject of brand authenticity from a deeply personal lens.

John touches on:

• His personal health scare from earlier in the fall (1:15) and the decisions that came with it on what and how he communicated information to those around him in his life and his workplace.
• How a brand truly is personification. Because we're dealing with humans, and trying to communicate important aspects of purpose and attributes (2:03).
• How brands often need to make decisions about transparency and the importance of staying away from portraying a false narrative. (3:24)
• The trade off between maximizing shareholder value and meeting customer needs - and why they need to be reconciled (5:00). Value goes beyond EBITDA and share price and into being good corporate citizens (5:55)
• John's 4 Cs for brand authenticity - Conviction, Conversation, Consistency, Creative partners (7:50).

Brand authenticity is complex, and ever changing, but the journey must start today.

🎧 Tune in to CMA Connect 🎧 for the full take on the subject as you plan for your 2022 marketing calendars

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