Faaez Samadi
Aug 18, 2017

Brand authenticity means giving up control

Brands have to learn the consumer is in the driving seat if they want to build an authentic relationship, according to a panel discussion at Wednesday's Top 1000 Brands Breakfast Briefing in Singapore.

L-R: Vivek Pareek, Debbie Goldingham, Scott McBride, Campaign's Babar Khan Javed, moderator

A lack of control over consumer interaction is now a fundamental tenet of brand authenticity, as brands who try too hard to connect will be pushed away, a panel of leading experts said at Campaign Asia-Pacific’s Top 1000 Breakfast Briefing.

This may sound straightforward, but is actually a real issue, said Scott McBride, APAC chief digital officer at IPG Mediabrands, in spite of mobile and social meaning consumers are, to some degree,...

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