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b'\\u201cIf you want to be authentic as a brand, you have to be able to make a mistake.\\u201d As social media manager for Cision, Bruce Kennedy is on the front lines of the brand\'s online conversations. Last week, he was in the front row for our live podcast onstage at SXSW, where we talked about how brands need to be more authentic than ever to stand out today. I couldn\'t wait to continue this conversation with Bruce on this week\'s episode of the On Brand podcast.\\nAbout Bruce Kennedy\\nBruce Kennedy is a social media manager at Cision, where he manages Cision\'s global brands. Previously, he worked in public relations in tech and entertainment, helping brands from early stage startups to household names like Red Bull, Disney on Ice, Ringling Bros. and Barnum Bailey, Techweek and more. Connect with him on LinkedIn and follow him on Twitter.\\nEpisode Highlights\\nWhat does brand mean today? "We\'re seeing this change \\u2014 especially with social media. Increasingly the brand is who\'s behind the brand."\\nWhy those photos of your office that you post on social media matter. "More and more today people care about what\'s going on behind the scenes of brands." Authenticity is all about access.\\nLive video has created a new branded content ecosystem. "For example, that Red Bull jump would be so much more today." You\'d have live video before and after and lots of content leading up to the main event.\\nHow can smaller brands take advantage of some of the amazing things big brands are doing? We chatted about Disney\'s Jungle Book marketing. Specifically,\\xa0a campaign using 360-video to showcase the digital King Louie character, voiced by Christopher Walken. "You may not have King Louie and Christopher Walken but maybe you can do a 360-video in an interesting place. Or with an interesting person."\\nWhat brand has made Bruce smile recently?\\xa0Wendy\'s! Bruce shared how their recent candid yet authentic Twitter exchanges have helped the brand stand out \\u2014 both in the news and in the analytics.\\nTo learn more about Bruce,\\xa0check out the Cision blog, where he is a regular contributor. In fact, he wrote a great recap of our SXSW episode just this past week.\\nAs We Wrap \\u2026\\nBefore we go, I want to flip the microphone around to our community \\u2026\\nRecently Rachael Sperling gave us a shout on Twitter for our live episode from SXSW (where Bruce was in the audience and asked a question). Thanks for listening, Rachel!\\nDid you hear something you liked on this episode or another? Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nSubscribe to the podcast \\u2013 You can subscribe to the show via iTunes, Stitcher, and RSS.\\n\\n\\nRate and review the show \\u2013 If you like what you\\u2019re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.\\n\\n\\nRemember \\u2013 On Brand is brought to you by my new book \\u2014 Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\\xa0Order now at Amazon and check out\\xa0GetScrappyBook.com\\xa0for special offers and extras.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'