In the wake of the Great Recession over a decade ago, millennials — the first generation of digital natives — started coming of age. At the same time, social media activity and access to information flourished. The result? A significant realignment in the consumer/brand relationship.
Younger consumers were paying closer attention and sharing their opinions about whether brands were delivering on their values. Beyond dollars, consumers (soon enough older cohorts as well) began to vote with their social media attention, loyalty and personal connections to brands across industries. A number of organizations acknowledged this shift and brand authenticity — a mutual agreement between brands and consumers to serve a higher purpose for one another — took root.
How do brands clearly communicate who they are and what they stand for? How do they create authentic connections with consumers? How do companies effectively weave brand authenticity into their marketing strategies?
Join us on May 18, where leaders/team members of major industry brands, including The Ritz-Carlton, Pfizer, and Peloton will share their strategies and journeys about creating and nurturing authentic connections with consumers.
HawkPartners will frame up the session by sharing findings from their Brand Authenticity Index — engagement with nearly 10,000 consumers to understand the factors most important to creating authenticity and an evaluation of 175 brands across 13 industry categories.
Insights Studio: Brand Authenticity — It’s More Than a Buzzword
AGENDA
MAY 18 @ 12:00 PM – 1:00 PM EDT
12:00 – 12:05pm
Welcome
Paul Donato — Chief Research Officer, ARF
12:05 – 12:15pm
Understanding the Key Factors Most Important to Creating Brand Authenticity
Hear the latest findings from HawkPartner’s Brand Authenticity Index. Find out how engagement with nearly 10,000 consumers unveiled insights about the factors most important to creating authenticity – including an evaluation of 175 brands across 13 industry categories.
Jesse Epstein — Partner, HawkPartners
12:15 – 12:35pm
Fireside chats
Hospitality, Pharma and Fitness: Three Brands On Creating Authentic Connections
The Ritz-Carlton, Pfizer, and Peloton each have different missions and messaging, yet the aim to connect with consumers authentically. Hear about their strategies and journeys creating and nurturing authentic connections with consumers.
Jillian O’Neill — Senior Director of Business Operations, Emerging Markets, Pfizer
Caroline Mayhew Gardner — Global Lead, Brand Strategy & Guest Experience,
The Ritz-Carlton, Ritz-Carlton Reserve & Bulgari Hotels and Resorts
Maddy Halyard — Senior Manager, Product Marketing, Peloton Interactive
Interviewer: Jesse Epstein — Partner, HawkPartners
12:35 – 12:50pm
Panel Discussion
Hospitality, Pharma and Fitness: Three Brands On Creating Authentic Connections
Caroline Mayhew Gardner — Global Lead, Brand Strategy & Guest Experience,
The Ritz-Carlton, Ritz-Carlton Reserve & Bulgari Hotels and Resorts
Jillian O’Neill — Senior Director of Business Operations, Emerging Markets, Pfizer
Maddy Halyard — Senior Manager, Product Marketing, Peloton Interactive
Jesse Epstein — Partner, HawkPartners
Moderator: Paul Donato — Chief Research Officer, ARF
12:50 – 12:55pm
Audience Q&A
12:55 – 1:00pm
Closing Remarks
Paul Donato — Chief Research Officer, ARF