How to Build an Authentic Brand With Great Storytelling

07/29/24 • 22 min

In today's episode, we switch gears from AI and dive into the importance of authenticity, especially in 2024 marketing. Karla Spormann, Tendo CEO and Founder, and Lindy Roux, Tendo EVP and Partner, discuss how human-centered storytelling can be the golden ticket to brand authenticity, the impact of AI from the consumer’s perspective, and the importance of understanding your audience.

Next, Content and Marketing Strategy Lead Kim Celestre shares insights from Breakthrough Research's, How To Build (And Measure) An Authentic Brand in the Research Roundup.

Lastly, Tendo Editor and Content Strategist Ariana Vazquez takes the stage in Content in the Wild to highlight some prime examples of bold storytelling, from Salesforce to Macy’s to United Airlines to Red Bull.

Resources

Breakthrough Research's, How To Build (And Measure) An Authentic Brand https://bthrough.com/wp-content/uploads/2023/05/Breakthrough-Brand-Authenticity.pdf
“The Great Data Heist” :60 | Ask More of AI with Matthew McConaughey | Salesforce: https://www.youtube.com/watch?v=EmyqOyCXnt0
"Macy’s prioritizes contextual relevance and segmentation over 1-to-1 email personalization, says VP" | https://www.emarketer.com/content/macys-contextual-relevance-segmentation-email-personalization-vp

Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

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Next, Content and Marketing Strategy Lead Kim Celestre shares insights from Breakthrough Research's, How To Build (And Measure) An Authentic Brand in the Research Roundup.

Resources

Breakthrough Research's, How To Build (And Measure) An Authentic Brand https://bthrough.com/wp-content/uploads/2023/05/Breakthrough-Brand-Authenticity.pdf
“The Great Data Heist” :60 | Ask More of AI with Matthew McConaughey | Salesforce: https://www.youtube.com/watch?v=EmyqOyCXnt0
"Macy’s prioritizes contextual relevance and segmentation over 1-to-1 email personalization, says VP" | https://www.emarketer.com/content/macys-contextual-relevance-segmentation-email-personalization-vp

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Previous Episode

Should Marketers Fear AI? pt. 2

In the second part of our AI segment, we discuss why Tendo isn’t afraid of AI—and how you can use it to illustrate concepts, accelerate productivity, and drive creativity at scale.

Tendo EVP and Partner Lindy Roux returns with VP of UX, Simon Mathews, to discuss how AI can help us solve deeper marketing questions more effectively.

Next, Content and Marketing Strategy Lead Kim Celestre shares insights and AI trends discussed in Salesforce’s State of Marketing Report.

To wrap up this episode, Tendo Editor Ariana Vazquez sits down with Content Strategy Lead Nilay Gandhi to discuss how marketers can channel AI usage to effectively scale their content and processes.

Resources

Salesforce State of Marketing Report: https://www.salesforce.com/resources/research-reports/state-of-marketing/
Unilever leverages GPT API to deliver business value: https://www.cio.com/article/464190/unilever-leverages-chatgpt-to-deliver-business-value.html

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Next Episode

How to Maintain Brand Value After an Acquisition

In this month's B2B Content Experience podcast, brought to you by Tendo Communications, we focus on how to tackle the challenges and opportunities that arise during company acquisitions.

Host and Content and Marketing Strategy Lead Kim Celestre introduces Lindy Roux, Tendo EVP and Partner, and Simon Mathews, Tendo VP of User Experience, as they share their insights with brand integration and content migration following acquisitions. In this first segment, Simon and Lindy reflect on Tendo’s firsthand experience acquiring PointOne Digital, a user experience design agency co-founded by Simon. They highlight the importance of preserving brand equity, seamless customer experience, and strategic prioritization.

Next, in the Research Roundup, Kim presents a compelling statistic from McKinsey & Company that underlines the critical role of content integration in achieving growth.

Finally, Zach Edling, VP of Account Services, joins Ariana Vasquez for the third segment—Content in the Wild. Zach and Ariana discuss the practical aspects and importance of brand integration from the client's perspective, sharing insights from Tendo's acquisition journey. Together, they emphasize the need to elevate, rather than diminish, customer experience throughout this complex process.
00:00 Introduction to B2B Content Experience

00:15 Challenges of Digital Experience During Acquisitions

00:25 Insights from Lindy Roux and Simon Mathews

01:37 Brand Integration Strategies

05:28 Importance of Customer Experience

07:00 Practical Considerations and Prioritization

12:49 Research Roundup: Brand and Content Integration

16:51 Content in the Wild: Expert Insights

26:40 Conclusion and Wrap-Up
Resources
McKinsey & Company: Choosing to grow: The leader’s blueprint
Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.
Liked this episode? Hit that share button!

Stock music for this podcast is provided by juqboxmusic, from Pond5