LDF Network Evening 2015: Daniela Walker

London – It’s okay for brands to be themselves, says Daniela Walker, LS:N Global senior journalist and author of our macrotrend Anti-authenticity Marketing.

In an age in which even McDonald’s has an ‘artisanal’ offering, our desensitisation to words such as ‘craft’ and ‘heritage’ means marketers must find new ways to speak to consumers. 

Brands need to jump off the ‘craft’ bandwagon, be true to themselves and embrace their brand identity for the long term rather than constantly change to match consumer behaviour. ‘Consumers are very savvy and know the tricks of marketing, so it’s better for brands to maintain a steady course,’ explains Walker.

The Big Picture: Misappropriated by brands, words such as ‘heritage’ and ‘craft’ have lost their meaning for consumers. To learn more about Anti-authenticity Marketing, book your place at Beyond Borders, our Autumn/Winter 2015 Trend Briefing.