Authentic Influence

Special Edition: Faking Authentic

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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?

      • 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/.

      Enjoy!

      Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)

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      Authentic InfluenceBy Adam Conner
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