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In this era of fake news and a cynical, connected consumer wary of the lies, authenticity is a hot marketing topic. And that’s the theme for this month’s issue.We’ve picked an absolute class album as its soundtrack, featuring the single ‘Come As You Are’. It has to be Nevermind by Nirvana.

One of our regulars Robert Rose – who is the don of content marketing – sets the tone by suggesting that Trust in the Story Starts With the Storyteller; Dave Waller pokes fun at cynical marketers selling authenticity as Even Better Than the Real Thing; Amie Knights gets her hands dirty with real things as she researches the popularity of the artisan; while Gareth May reckons the antidote the consumer is looking for in all this craziness is brand ethics.

Our resident Rockstar, Ted Rubin, continues to tell it straight in his crusade to save retail, shining the spotlight on the relationship between employers and their teams – a theme picked up by John Andrews, who underlines the importance of employees in telling this authentic story.

We go backstage this month with a duet of Rockstar CMOs: Amber Osborne (@missdistructo herself), and Wendy Bryant-Beswick – who you’ll discover starts her Monday with a rock classic.

I hope you enjoy this fantastic issue.

The Editor

“Come as you are, as you were
As I want you to be
As a friend, as a friend”


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Times have changed. More than ever before, brands are finding it difficult to get their content in front of consumer eyeballs. Casey Petersen, suggests switching up your approach and going back to basics.…
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Reach Out and Touch

How exactly have these artisans become headline acts? Amie Knights talks to the Craft Revolution, furniture maker Heather Scott and design journalist Katie Treggiden, to get the backstage scoop…
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You Have My Full Attention, Don’t Waste It

Ted Rubin breaks down why the act of customer service is the only time you have your customer’s undivided attention – and why you should be on your A-game when that opportunity arises…
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Into the Pool #7: Can We Get Some PR On This?

This month, Ian Truscott has been shooting the shit with Jenni Young. The discussion quickly turned to PR and, well, let’s just say you’d better steer clear of the pool…
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Authenticity Is a Battle of Two Brands, Both Are Yours

Think you’ve only got one brand? You actually have two, argues Ian Truscott. And the space between them is crucial to ensuring your brand’s authenticity – and trustworthiness. …
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Trust in the Story Starts With the Storyteller

Think authenticity guarantees your brand success? You can be authentic all you like, argues Robert Rose. But if your brand can’t be trusted, it won’t make any difference.…
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Own The Crowd: Why Collaborative Content Creation Really Wins

CEO of Photofy John Andrews considers how collaboration with your employees could make your digital content sing…
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Employers: Treat Every Employee Like a Mary Kay Rep

Our resident rock star, Ted Rubin, on why empowering your employees will ultimately result in success for your brand. …
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Even Better Than The Real Thing

Authenticity is a seductive concept. So much so that marketers are conjuring ever more inauthentic ways to try to sell it. The good news is that authentic marketing needn’t be an oxymoron. You just have to be brave – and drum roll actually mean what you’re saying…
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Post-Cool: Time to Get Ethical

Share on FacebookShare on TwitterShare on LinkedInShare on Email Bob Dylan said it right when…
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Backstage with Wendy Bryant-Beswick

Award-winning marketer with 20 years’ experience in the financial services industry and VP of Marketing at Service Credit Union, Wendy Bryant-Beswick shares how she starts with values…
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Backstage with Amber Osborne

Amber Osborne, Forbes #2 Most Influential CMO on Social, discusses feeling like an imposter, destroying stereotypes in business, and the challenges disruptive markets.…
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