Authenticity: Building a Brand in an Insincere Age
by20200131
Praeger
Pages | 216 |
Topics | Advertising;Branding;Business;Current Events and Issues;Media Planning;Messaging;Sales;Social Media;Technology;Business: Marketing, Advertising and Sales;Current Events and Issues: Business |
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eBook
9781440873218
MLA
Toft, Mark et al. Authenticity: Building a Brand in an Insincere Age. Praeger, 2020. ABC-CLIO, publisher.abc-clio.com/9781440873218.
Chicago Manual of Style
Toft, Mark, Jay Sunny, and Rich Taylor. Authenticity: Building a Brand in an Insincere Age. Praeger, 2020. http://publisher.abc-clio.com/9781440873218
APA
Toft, M., Sunny, J. & Taylor, R. (2020). Authenticity: Building a Brand in an Insincere Age. Retrieved from http://publisher.abc-clio.com/9781440873218
- Description
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A common problem in marketing is what a brand says in advertising isn't always what customers and employees experience. This book shows you how to align your marketing efforts with the purpose of your brand.
Too many companies depend on marketing tactics that don't match the needs and concerns of their customers, or embrace messaging and causes that don't connect. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way.
Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business.
Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. Inauthentic messaging can often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds.
- Supports reading in small doses through short, provocative chapters
- Offers refreshed principles and strategies to help reveal or recover authenticity in your branding, messaging, advertising, and marketing
- Roots advice in over five decades of combined business and marketing experiences producing award-winning campaigns
- Provides examples and analysis of brands that align marketing with their genuine purposes
- Relates surprising and commonsense wisdom in an engaging style, free of business jargon
- Table of Contents
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Table of Contents
Authenticity: Building a Brand in an Insincere Age
Author(s): Toft, Mark; Sunny, Jay; Taylor, Rich;Contributors: Toft, Mark; Sunny, Jay; Taylor, Rich;Abstract:A common problem in marketing is what a brand says in advertising isn't always what customers and employees experience. This book shows you how to align your marketing efforts with the purpose of your brand.
Too many companies depend on marketing tactics that don't match the needs and concerns of their customers, or embrace messaging and causes that don't connect. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way.
Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business.
Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. Inauthentic messaging can often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds.
- Supports reading in small doses through short, provocative chapters
- Offers refreshed principles and strategies to help reveal or recover authenticity in your branding, messaging, advertising, and marketing
- Roots advice in over five decades of combined business and marketing experiences producing award-winning campaigns
- Provides examples and analysis of brands that align marketing with their genuine purposes
- Relates surprising and commonsense wisdom in an engaging style, free of business jargon
SortTitle: authenticity: building a brand in an insincere ageAuthor Info:Mark ToftauthorJay SunnyauthorRich TaylorauthoreISBN-13: 9781440873218Cover Image URL: ~~FreeAttachments/9781440873218.jpgPrint ISBN-13: 9781440873201Imprint: PraegerPages: 216Publication Date: 20200131- Cover page a1
- Halftitle page i2
- Title page iii4
- Copyright page iv5
- Contents v6
- Acknowledgments ix10
- This is not an introduction xi12
- PART I Setting the Stage 114
- PART II Why Authenticity 922
- PART III What Authenticity Requires 2134
- 6 Authenticity requires purpose 2336
- 7 What your brand’s purpose is not 2437
- 8 Find your hill and defend it 2639
- 9 What’s your exploding scoreboard? 2841
- 10 Understand your audience 3144
- 11 Name the problem and how you solve it 3346
- 12 Seek conflict 3447
- 13 Creation over disruption 3548
- 14 Put yourself in the shoes of your customer and ask, “So what?” 3750
- 15 Use it or lose it 3851
- 16 Remember, people would rather like than hate you 3952
- 17 Know your role, and don’t try to be the hero 4053
- 18 You can’t succeed without emotion 4255
- 19 Being emotional doesn’t mean being saccharine 4558
- 20 Authenticity requires avoiding business jargon 4659
- PART IV Fixing an Inauthentic Brand 4962
- 21 Consider the new reality about how people make decisions 5164
- 22 Cause with caution 5265
- 23 Remember, a company without a story is a company without a strategy 5467
- 24 Be honest about whether your current brand story is boring 5568
- 25 Trim the fat 5770
- 26 Kill your darlings 5871
- 27 Don’t try to be funny 6073
- 28 Nobody ever played air guitar to a logo 6376
- 29 This is not a generic brand video 6477
- 30 There’s beauty in simplicity 6679
- 31 Speaking of beauty . . . 6881
- 32 There is no such thing as speed farming or abracadabra marketing 7083
- 33 What Frank Lloyd Wright can teach us about branding 7285
- 34 Play to the audience, not the amps (or, what the Ramones can teach us about branding) 7386
- PART V Breaking Bad Habits, Building Better Ones 7790
- 35 Take a chance on your customers 7992
- 36 Beware the fool’s gold of easy brilliance 8093
- 37 Create hot, edit cold 8194
- 38 It’s an act of daring to be sincere 8295
- 39 Authenticity and memorability 8396
- 40 Consider why your dog stares at you when he poops 8598
- 41 Know the proper role of research 87100
- 42 Know your “80 years young” boundaries 88101
- 43 Avoid these words 90103
- 44 Avoid inauthenticity in photos and imagery 92105
- 45 Get your white tuxedo dirty 93106
- 46 Don’t fall in love with celebrities 95108
- 47 Don’t spill your candy in the lobby 97110
- 48 A loud voice can make even the truth sound foolish 99112
- 49 Don’t get that person. Be that person. 101114
- 50 Shut up, he explained 102115
- 51 Maybe people don’t want to join your conversation 103116
- 52 Say yes to criticism, no to condemnation 104117
- PART VI Select Profiles in Authenticity 107120
- 53 The customer experience paradox 109122
- 54 The non-flashy warehouse club 109122
- 55 HBO and authentic brand evolution 111124
- 56 LEGO: Saved by loyal customers 112125
- 57 The surprise and delight of Zappos 113126
- 58 Airbnb and the importance of not giving up 115128
- 59 CrossFit and the art of staying out of the way 116129
- PART VII Profiles That Show the Perils of Insincerity 119132
- 60 Spotting an insincere brand 121134
- 61 BOA, the bank opposed to authenticity 122135
- 62 Segway, the overhyped machine 123136
- 63 McDonald’s, not exactly lovin’ it 125138
- 64 United Airlines and the abandonment of purpose 127140
- 65 Sears and a brand magic that was lost in transition 129142
- 66 Facebook fakery 131144
- 67 Saturn, god of both wealth and dissolution 133146
- 68 Monsanto, where lawyers control the message 135148
- PART VIII Using Media Authentically 137150
- PART IX Assessment Tools 155168
- PART X Closing Thoughts 169182
- Thank you 175188
- Notes 177190
- Index 187200
- About the Authors 197210