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Title details for Tell the Truth by Sue Unerman - Available

Tell the Truth

by Sue Unerman
Jonathan Salem Baskin
ebook
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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.
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Publisher: BenBella Books

Kindle Book

  • Release date: April 3, 2012

OverDrive Read

  • ISBN: 9781936661503
  • Release date: April 3, 2012

EPUB ebook

  • ISBN: 9781936661503
  • File size: 1074 KB
  • Release date: April 3, 2012

Formats

Kindle Book
OverDrive Read
EPUB ebook

subjects

Business Nonfiction

Languages

English

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.
Expand title description text
Business Nonfiction
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