Authenticity and brands - Golin Harris at the Cannes Lions International Festival of Creativity
"Authenticity is the benchmark against which all brands are now judged." - John Grant, The Green Marketing Manifesto
In a world where a brand's reputation can be trashed in a matter of hours by a swarm of angry Twitter users, it has become ever more crucial for advertisers to show transparency and authenticity in their corporate communications. Gaining favourable earned media coverage was therefore a recurring topic at seminars, workshops and masterclasses held at the 2011 Cannes Lions International Festival of Creativity.
Global PR firm Golin Harris' own workshop at the event, delivered by CEO Fred Cook and Europe co-managing director Matt Neale, focussed on brand authenticity, and offered some down-to-earth advice for companies looking to build their reputations in a sustainable way, despite the tough challenges presented to them by the rise of the social web.