Cream Breakfast: How Can We Integrate Authentic Stories & Influence into the Marketing Mix?

28 Nov, 2016, by Fliss Trew

On Wednesday 9th November 2016 Cream held its inaugural breakfast seminar at the Zetter Townhouse Clerkenwell, looking at influence and authenticity with some of the best brains across the industry.

The idea for the breakfast was born from the insight that 85% of marketing and communication professionals worldwide expect to launch at least one campaign involving an influencer in the next 12 months.

During the course of the morning it became clear that knowing your audience is key.

Three audiences were identified: brand, influencer, and publisher. Each of these three audiences has a life of its own, but they also have to work seamlessly together as part of one fully imagined and complete world.

The difficulty comes in balancing a cohesive brand story and world with making sure that you are meeting the aspirations of your three audiences. You need the same story across all of these objectives. This is achieved via the quality of authenticity.

Authenticity comes out of nurturing your brand and reflecting passion. It means retaining integrity, without condescension. Building influence successfully is about smartness, inventiveness, and an understanding of the people you are dealing with.

See below for a full summary of the key take-outs, thoughts and quotes.

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