Marketers all know they're in the job of story telling. But if that story telling is not backed by authentic action, can it be as effective to reach an increasingly switched-on consumer.

In our latest series on leading issues in and around customer experience, we ask two brand marketing leaders and an industry expert to share their thoughts on the ways to ensure authentic, diverse marketing​.

While many organisations still consider culture an afterthought, savvy organisations increasingly know culture can make or break commercial success.

A new report on leadership has confirmed what marketers have known for years, good brand leadership comes down to trust, authenticity, and connection.

Authentic, consumer-created content drives brand affinity and cuts through social noise, a recent study found.

The ‘age of the customer’ is here - the power of personalisation and customer context is now ensconced in every marketer’s lexicon. Certainly, the single biggest driver of digital transformation is customer experience.

Today’s social media culture and the dominance of the online marketplace means customers are no longer asking brands for information about products, but are asking each other.