Tell The Truth
Honesty Is Your Most Powerful Marketing Tool
Jonathan Salem Baskin author Sue Unerman author
Format:Hardback
Publisher:BenBella Books
Published:19th Apr '12
Currently unavailable, our supplier has not provided us a restock date
Truth is a powerful marketing tool-and really the only way to promote a message and brand effectively. Truth in advertising has long been something to ignore, or at least downplay. The role of advertising has been to position and manipulate brands to convince consumers that they're imbued with qualities they don't necessarily possess, or presume to tell them which ones matter. It worked when the brand's voice was the only voice, but with the rise of social media that era is over. Marketers have focused their messages on entertainment, creating funny or engaging campaigns that win awards but don't always sell products. Consumers determine what's true, and smart companies have realized that every communications medium can and will be used to contribute to those conclusions. In Tell the Truth, Jonathan Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth truly yields true competitive advantage.
"Truth is the only defensible competitive advantage. I'm not sure why this is controversial, but it's true." --Seth Godin, Author, We Are All Weird "The true future of marketing will be about brands and their ability to have a direct relationship with their consumers. The trick, as so well explained in Tell The Truth, is that brands have to be honest ... brutally honest. Truth in advertising? Truth in marketing? It hasn't really happened, but now it can. Sue Unerman and Jonathan Salem Baskin offer this wonderful book as a first step in the right direction. It belongs on everyone's desk who touches a brand." --Mitch Joel, President of Twist Image and Author, Blogger, and Podcaster, Six Pixels of Separation "Truth in advertising is no longer an oxymoron; it's an absolute necessity if a brand wishes to compete in today's increasingly transparent marketplace. Brands will be judged not based on what they say, but what they do; not the promises they make, but the ones they keep. This book is the first step toward your enlightenment." --Joseph Jaffe, Author, Flip the Funnel "The authors re-examine the abiding value of authenticity; convince us that, in the Internet age, brand truth has become a marketing necessity; and offer practical guidance on how to achieve it." --Sir Martin Sorrell, CEO, WPP "Tell the Truth is an essential guide to advertising in the modern world." --Jonathan Dean, Online Culture Editor, The Sunday Times "In a sea of marketing gibberish and thinly disguised motivational babble ... Unerman and Baskin stand out by offering practical information presented in plain English." --Ken Wheaton, Managing Editor, Advertising Age, and author of The First Annual Grand Prairie Rabbit Festival "In the digital age, all of us have a voice that can be heard instantly and around the world. Consumers are increasingly using that voice to speak out whenever they see injustice and untruth. So for brands and businesses, honesty and integrity are now imperative for success. Tell The Truth is an essential guide to building honest businesses." --Claire Beale, Editor, Campaign
ISBN: 9781936661466
Dimensions: 217mm x 149mm x 23mm
Weight: 442g
256 pages