the branding of authenticity

a month ago i participated in the second LA Barcamp–an “an ad-hoc un-conference born from the desire for people to share and learn in an open environment.”

anyone can come, and all are encouraged to present something and share their expertise in whatever they feel expert about.

i gave a presentation/discussion on “the branding of authenticity,” examining some ins and outs of what it takes for a brand to develop and maintain an authentic identity in the current marketing landscape. the presentation brings up various campaigns and strategies from a number of major brands we work with at the do lab, including scion and redbull. i also discuss how artists, musicians, and other independent cultural creators fit in on that same spectrum of sustaining authenticity (i.e. “selling out” vs. “cashing in.”)


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listen to an edited version of the presentation…
HERE

(it’s just audio, so multitask away)


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check out the accompanying visuals…
HERE

(the very beginning of the presentation was cut off, but it’s basically just me introducing myself and what we do at the do lab)

 

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