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AUTHENTICITY: BUILDING A BRAND IN AN INSINCERE AGE

Marketing

Business & Economics

Advertising

Gt Product Group

Binding Format

Marketing Imprint Name

B2B GT

CL Carton Count

Imprint Name

B2B & B2C

<P>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. This anti-gimmick business book prescribes clear strategies for communicating in a more genuine, emotional way, and provides approaches to effectively embrace and communicate the purpose of your brand. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, the book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business. 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 spell failure for a business, but a genuine, compelling story is often the one that succeeds.</P>

Authenticity

COLFR

COLSR

Duration

Duration Unit Of Measure

Transaction Type

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Contents.
Acknowledgments.
This is Not an Introduction.
Setting the Stage.
1: The Best Definitions of Branding and Advertising You&#x0027;ll Find.
2: What We Mean By Authenticity.
Why Authenticity.
3: Because It&#x0027;s What We Need and Resist Most.
4: Because Branding and Advertising are Ready for an Authenticity Revolution.
5: Because the Survival of Your Business Depends on It.
What Authenticity Requires.
6: Authenticity Requires Purpose.
7: What Your Brand&#x0027;s Purpose Is Not.
8: Find Your Hill and Defend It.
9: What&#x0027;s Your Exploding Scoreboard?.
10: Understand Your Audience.
11: Name the Problem and How You Solve It.
12: Seek Conflict.
13: Creation Over Disruption.
14: Put Yourself in the Shoes of Your Customer and Ask, &#x201C;So What?&#x201D;.
15: Use It or Lose It.
16: Remember, People Would Rather Like Than Hate You.
17: Know Your Role, and Don&#x0027;t Try to be the Hero.
18: You Can&#x0027;t Succeed Without Emotion.
19: Being Emotional Doesn&#x0027;t Mean Being Saccharine.
20: Authenticity Requires Avoiding Business Jargon.
Fixing an Inauthentic Brand.
21: Consider the New Reality about How People Make Decisions.
22: Cause with Caution.
23: Remember, a Company Without a Story Is a Company Without a Strategy.
24: Be Honest about Whether Your Current Brand Story Is Boring.
25: Trim the Fat.
26: Kill Your Darlings.
27: Don&#x0027;t Try to Be Funny.
28: Nobody Ever Played Air Guitar to a Logo.
29: This Is Not a Generic Brand Video.
30: There&#x0027;s Beauty in Simplicity.
31: Speaking of Beauty &#x2026;.
32: There Is No Such Thing as Speed Farming or Abracadabra Marketing.
33: What Frank Lloyd Wright Can Teach Us about Branding.
34: Play to the Audience, Not the Amps (or, What the Ramones Can Teach Us about Branding).
Breaking Bad Habits, Building Better Ones.
35: Take a Chance on Your Customers.
36: Beware the Fool&#x0027;s Gold of Easy Brilliance.
37: Create Hot, Edit Cold.
38: It&#x0027;s an Act of Daring to Be Sincere.
39: Authenticity and Memorability.
40: Consider Why Your Dog Stares at You When He Poops.
41: Know the Proper Role of Research.
42: Know Your &#x201C;80 Years Young&#x201D; Boundaries.
43: Avoid These Words.
44: Avoid Inauthenticity in Photos and Imagery.
45: Get Your White Tuxedo Dirty.
46: Don&#x0027;t Fall in Love with Celebrities.
47: Don&#x0027;t Spill Your Candy in the Lobby.
48: A Loud Voice Can Make Even the Truth Sound Foolish.
49: Don&#x0027;t Get That Person. Be That Person..
50: Shut Up, He Explained.
51: Maybe People Don&#x0027;t Want to Join Your Conversation.
52: Say Yes to Criticism, No to Condemnation.
Select Profiles in Authenticity.
53: The Customer Experience Paradox.
54: The Non-Flashy Warehouse Club.
55: HBO and Authentic Brand Evolution.
56: Lego: Saved by Loyal Customers.
57: The Surprise and Delight of Zappos.
58: Airbnb and the Importance of Not Giving Up.
59: CrossFit and the Art of Staying Out of the Way.
Profiles That Show the Perils of Insincerity.
60: Spotting an Insincere Brand.
61: Boa, The Bank Opposed to Authenticity.
62: Segway, the Overhyped Machine.
63: McDonald&#x0027;s, Not Exactly Lovin&#x0027; it.
64: United Airlines and the Abandonment of Purpose.
65: Sears and a Brand Magic That was Lost in Transition.
66: Facebook Fakery.
67: Saturn, God of Both Wealth and Dissolution.
68: Monsanto, Where Lawyers Control the Message.
Using Media Authentically.
69: The Medium Is a Message, Not the Message.
70: Media 101.
71: Media and Authenticity.
72: Media By the Numbers.
73: Media Traps to Avoid.
74: Media and Your Message.
Assessment Tools.
75: A general Guide for Assessing Marketing Ideas.
76: Grading the Authenticity of Your Marketing.
77: Your Authenticity Checklist/Gut Check.
78: An Abridged Story Workshop&#x00A9;.
79: Watch Out for Tactical Tricks.
Closing Thoughts.
80: The moral of the story.
81: Share your story with us.
Thank you.
Notes.
Index.
About the Authors.

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Authenticity