March 2020
Intermediate to advanced
272 pages
6h 29m
English
Content preview from The Context Marketing Revolution
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7.
Authentic
Combining Voice, Empathy, and Channel Congruence Simultaneously
Authentic is easily the most subjective element of the context framework. Everyone has a different idea about what makes a communication authentic or not. But get it wrong, and you’ll pay a price. Even when your brand experience hits the most contextual levels of being available, permissioned, and personal, it will flop if it strikes an inauthentic note. Just ask Pepsi.
In a video ad featuring the model Kendall Jenner, Pepsi attempted to connect with its audience using a theme of social justice. As one of the biggest brands on the planet, Pepsi has at its disposal a cadre of ad agencies, which no doubt programmed the video as part of a coordinated campaign, from ...
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