Martin Oxley, Managing Director of BuzzBack Europe, will be presenting at the 2016 Insight Innovation Exchange European Conference, taking place in Beurs van Berlage, Amsterdam. Join Martin on Thursday, 3 March at 4:40 pm in an interactive workshop entitled, Let's Get Real About Authenticity taking place on the Upper V Track, Module 4. Read below for more details about the presentation, or get in touch if you're interested in this topic, but won't be able to make it.
Let's Get Real About Authenticity
Are brands trying too hard to be “authentic”? Or, with a nod to Donald Rumsfeld, are they being inauthentic at their attempts at being authentic? What does authentic even mean? Can you really have an authentic positioning? Can brands be successful presenting themselves to consumers in a real way? What might be the rewards of embracing authenticity? In this workshop Martin will share some research – from UK, USA, China, Brazil and France – exploring this thorny issue.
- Consumer perceptions, especially what comes to mind when authenticity is mentioned
- Visual and verbal cues that trigger associations
- How products associated with authenticity make consumers feel and ways to communicate or motivate behaviour
- How to talk about and position within authenticity in a way that’s meaningful
Session Details
Module 4: Interactive Workshops
Location: Upper V Track
Date: 3 March 2016
Time: 4:40 pm - 5:20 pm
