Future Proof: What is authentic marketing?

Larry Weber, author and Chairman and CEO of Racepoint Global, explains what moral purpose means for brands – and why they should embrace it.
19 October 2020
purpose authentic marketing
J Walker Smith
J
Walker Smith

Chief Knowledge Officer, North America

Subscribe to Kantar news

“Purpose” is discussed a fair bit in marketing circles, but Larry Weber – founder of Weber Shandwick and more recently communications agency Racepoint Global, and author of six books on marketing – has something new to say. In this episode, and in his latest book Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose, Larry covers the connection between corporate and moral purpose, the meaning of ‘authentic marketing’, and the role of technology and innovation in bringing purpose to life.

Larry argues that moral purpose sits at the intersection of corporate mission (which should be a verb, not a noun); customer engagement programmes (a better way to think about ‘marketing’); and the technology you use as a business. Touching on measuring purpose, the responsibilities of social media platforms and advertisers, and the evolution of computing, Larry illustrates a vision of authentic marketing based around action – storydoing not storytelling.

Listen on Apple podcasts

Listen on Spotify

Listen on Acast

If you enjoy this episode, please do leave a rating and a review, and subscribe to be notified of new releases.

Notes

Future Proof is the marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

Listen to all the episodes wherever you get your podcasts.

Subscribe to Kantar news
Related solutions
Stand out and drive growth for your brands with a sharp, differentiated and consistent positioning and clarity of purpose.
We help you articulate what your brand stands for, then mobilise and activate it.
Get the insights you need, when you need them, so you can make better faster decisions to grow your brand.