Anti-authenticity Marketing: Beyond Borders Network Evening

Against a fitting backdrop of our transformed Elder Street office, which has been hosting master carpenters Benchmark and potters 1882 Ltd during London Design Festival, delegates were introduced to Anti-authenticity Marketing, one of our key macrotrends for the coming years.

In a series of round-table discussions, we questioned whether words such as ‘craft’, ‘artisanal’, and even ‘authenticity’ itself have lost their meaning with consumers and whether brands need to rethink the way they communicate their message.

Our guest speakers, Victoria and Albert Museum curator Leanne Wierzba; 1182 Ltd director Emily Johnson; designer James Shaw; founder and art director of Thomas Traum, Thomas Eberwein; Benchmark co-founder Sean Sutcliffe; and our very own senior journalist Daniela Walker each gave their expert opinions on how brands can develop a unique language while remaining true to their roots.

The Big Picture: For more on Anti-authenticity Marketing, New Bricolage Living and Revelation Brands, book your place at Beyond Borders, our Autumn/Winter 2015 Trend Briefing, or contact your account manager.