"Marketers think they own the brand. They don't. Consumers own the brand"

How can you manufacturer authenticity? It's an oxymoron - it's either authentic or it's manufactured, isn't it? A strategist, a senior brand marketer and two tech platforms discussed how you square the unsquareable to produce marketing gold.

(l-r) Adrian Barrick, Campaign; Ed Couchman, Facebook; Jose de Cabo, Olapic; Michele Oliver, Mars; Bridget Angear, AMV BBDO
(l-r) Adrian Barrick, Campaign; Ed Couchman, Facebook; Jose de Cabo, Olapic; Michele Oliver, Mars; Bridget Angear, AMV BBDO

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