Authentic Branding With Liz Ross

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In this video clip, Liz Ross, CEO of Periscope, explains why authentic brands today have to be ready to be wrong. As a marketer, you have to understand what happens when your brand makes a big mistake. Vulnerability is the new barometer for brands that will be hugely successful because they feel more real and authentic, and will drive trust with customers.

What happens to your brand on a really bad day? What happens when your brand makes a huge mistake?”

More about our expert: Liz Ross is the CEO of Periscope. In Liz’s 20 years of experience, she has held leadership positions at some of the world’s most forward-thinking and fastest growing agencies, including Global CMO at IPG Mediabrands, Chief Growth Officer at Publicis Groupe’s Digitas, U.S. President at Tribal DDB, and business development at Modem Media and J. Walter Thompson.

As a dynamic leader accustomed to navigating today’s complex marketing world, Liz Ross has pioneered brand-consumer relationships for clients such as General Motors, Delta, General Electric, HP, Michelin, Citibank, IBM, Clorox, Hillshire Brands, Visa and Pepsi-Cola, to name a few.

In 2008, Liz was inducted into the AAF (American Advertising Federation) Hall of Achievement and was named a “Woman to Watch” by Advertising Age. In 2014, she was elected to the Board of Directors of the AAF and was named a Top 10 Mobile Marketer by the Mobile Media Association. She has also served as a Cannes juror.

Liz received a bachelor’s degree in advertising from Michigan State University. Most importantly, Liz is the mom of three kids under three.

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