How to Build an Authentic Brand With Great Storytelling

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