Authentic Marketing: Strategically Connecting with Today’s Customer Amid a Crisis
What does it mean to be an authentic marketer? In a time where every company seems to have a splashy collection of some variation of “Mission, Vision, and Values” peppered throughout their marketing collateral, how do companies rise above the noise to strike a truly authentic tone with their core constituencies?
Hear from PR legend and Chairman and CEO of Racepoint Global, Larry Weber, as he discusses the need for companies to put their values into action in order to connect with today’s consumer.
Larry Weber is a globally known expert of public relations and marketing services who founded multiple successful public relations and interactive marketing agencies, authored six forward-thinking marketing books, and co-founded the largest interactive advocacy organization in the world.
A pioneer of early digital technology, Larry was the first PR executive to understand the grand scale at which the internet could transform the business community. Working directly with Sir Tim Berners-Lee, inventor of the modern internet, Larry and his team were responsible for the first marketing campaign that brought the world wide web to the masses.
Larry’s view of Authentic Marketing is informed from decades of PR and marketing work with some of the world’s largest brands, including AT&T, Boston Scientific, Coca-Cola, General Electric, General Motors, Huawei, IBM, John Deere, Kaiser Permanente, Microsoft, Parametric Technologies, the Pittsburgh Steelers, Panasonic, SAP, and Verizon Wireless. He has served as a senior advisor to governments including the Kingdom of Jordan and the Republic of Rwanda.
Author of six business and marketing books, his latest release Authentic Marketing: How to Capture Hearts and Minds through the Power of Purpose posits that today, all companies need to find their moral purpose and infuse this mission into their core business strategy.
About Racepoint Global: Racepoint Global is an independent communications agency specializing in driving conversations that matter for innovative brands. Founded by renowned public relations and marketing thought-leader Larry Weber, companies partner with Racepoint for its strategic, earned-first approach to building brands and reputation.