Future Generali

How can brands demonstrate authenticity in these turbulent times?

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Rakesh Wadhwa:

Which communication tactics or strategy are most efficient in today's environment for brands to demonstrate authenticity?

David Aaker:

There is no rule. There's no general guides that you can have it.  It all depends on your context and your role the audience and your ability to effectively use of the vehicle. Even if it's the best vehicle if you can't use it it's not going to be helpful to you. So whether it be events or events sponsorship or creating events or creating brand communities or creating irreverent humorous videos, or running ads in the conventional thing or activating social media - you have to be able to do it first of all. But second except for saying that of course this is a digital world. You can't ignore digital. I don't think there's any laws or guides that will be generally useful.

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