Buzzy and On-Brand? Why Staying Authentic Matters in Marketing

Brands are under serious pressure to stay relevant, especially during live events, where consumer expectations are high. But here’s the catch: when you push for that viral moment, marketing authenticity can fly right out the window. Take Delta Air Lines, for example. The goal of their recent “carbon-neutral” campaign was to communicate a message: we are an eco-friendly company. But it leaned more on carbon credits than actual emission reductions and was met with a wave of skepticism, leaving audiences questioning whether “green” was just a legitimate part of their core identity.

For event marketers, the challenge is clear: creating high-energy experiences that stay true to their brand. Consumers today have a radar for what feels real (and what feels phony —especially Gen Z), so brands must think strategically about creating hype-worthy events that also feel genuine. Because without a real connection, even the flashiest event might leave audiences thinking, “Cool event… but I’m confused…”

So, how can you create an impactful event while remaining trustworthy? Let’s break it down.

Get clear on your core values

Your brand’s values should be the starting point for any authentic event marketing plan. If your values feel unclear, to you and your audience,it’s worth taking steps to define them. Start by gathering key stakeholders and asking three fundamental questions: What’s our brand’s mission? Who are we genuinely here to serve? What social or industry issues matter most to us? From here, look at past campaigns or customer feedback to see if they align with your brand’s vision, identifying any gaps or areas for alignment. Finally, capture these refined values in a clear, concise statement. This statement should guide all your marketing efforts. 

Know your attendees

It’s not enough to have a broad understanding of your audience; for event marketing, you need to get specific about your attendees. What do they enjoy? What experiences are they likely to share? Successful event marketers dig into analytics to uncover the overlap between attendee preferences and brand values. Use data-driven insights such as social engagement patterns and purchase behavior.

Ideate within a framework

High-energy events can be a branding jackpot (or a branding disaster if they stray off course). Red Bull’s approach to Formula 1 is a masterclass in keeping bold ideas aligned. Instead of the standard sponsorship, Red Bull went all-in. They created their own racing team, hosted “Showrun” events where F1 cars zipped down city streets, and gave fans exclusive, up-close content with the athletes. These tactics didn’t just scream “adventure”; they were a perfect match for Red Bull’s high-octane DNA.

Now, imagine if Red Bull had tried to take F1 upscale by hosting wine tastings and black-tie galas at the racetrack. They’d have looked like a fish out of water, and fans might have scratched their heads, doubting the authenticity of Red Bull. Is this the brand I know and love?

The takeaway? Go big but set boundaries. When brainstorming, establish a framework with questions like, “Does this fall in line with our core values?” and “Will this feel authentic to our audience?” Stack every idea against this framework.

Support a cause

When it comes to branded events, linking up with a cause that genuinely reflects your brand’s values can make all the difference. High-energy events don’t have to feel like a hard sell if there’s a deeper purpose at play. Start by looking at what your brand already stands for—maybe your company has a natural connection to environmental causes, health initiatives, or tech accessibility. Figure out what is at the core of your brand ethos and do a deep dive into other brands or non-profits that are running the same race and create a partnership. This is also a great way to attract new customers.

When a brand is inconsistent or tries to be something it’s not, it sends mixed messages, leaving audiences confused and often alienated. When you know who you are as a brand, every interaction feels intentional, not forced. For event marketers, this means integrating all brand marketing efforts, from partnerships to themes to messaging, with the heart and soul of your brand.