By Minda Smiley

‘Authenticity’ is marketing’s buzzword du jour, thrown around at panels, conferences and events so often that it has essentially lost its meaning. So how does authenticity actually play out within a brand, both internally and externally?

At C2 Montreal, InterContinental Hotels Group’s Greater China chief commercial officer Emily Chang and PepsiCo Global Beverages Group’s senior vice president-brand management Carla Zakhem-Hassan discussed what authenticity means to them and how they are incorporating it into their brands.

Chang, who served as Apple’s head of retail marketing in Asia before joining InterContinental in 2014, said authenticity is something that brands should take into consideration not Read full story ›

Source: The Drum