One of the most inspiring sessions at the Event Marketing Summit last week was a morning keynote delivered by Paul Kalbfeisch. As the VP of Brand Marketing at Research in Motion, the makers of mega-brand Blackberry, he’s often tasked with finding new and innovative ways to bring his brand to his buyers. His key message: Be Authentic.
This struck me as so innate but at the same time, it seemed almost revolutionary. As consumers, we are inundated with celebrities hocking goods on TV, on the radio, in print and even in person, more often then we’d like. However, more often then not, we’re either struck by the product or by the celebrity but not by how they work together… why not?