Authenticity in Marketing | Staying True to Your Brand


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General Assembly has invited Olives & Grace and some of our other favorite local business owners to campus to talk about finding their voice, marketing themselves in an authentic way, and staying true to their brands. Why it Matters?
Authenticity is a hot new trend in marketing (okay, not new, but rare). After decades of old-school advertising and obvious product-placement, consumers are craving it! On average, Americans are exposed to advertising 4,000-10,000 times a day. Authenticity is refreshing. It has also become an important part of the millennial buying process. According to Forbes, "only 1% of millennials surveyed said that a compelling advertisement would make them trust a brand more". Companies that have developed a strong story or mission are becoming increasingly popular with younger consumers. Millennials are now a quarter of the population with more than $200 billion in annual buying power. It is time for marketers to focus less on 'targeting millennials' and more on establishing trust and being authentic. What you'll takeaway?
Attendees can expect to learn: - How to maintain a cohesive brand across all marketing channels - How they leverage storytelling to humanize their company - Why authenticity is important to them - Learn how authenticity has inspired brand loyalty