Authenticity: Building a Brand in an Insincere Age

December 6, 2020
Authenticity: Building a Brand in an Insincere Age

A common problem in marketing is what a brand says inadvertising isn't always what customers and employees experience.This book shows you how to align your marketing efforts with thepurpose of your brand.Too many companies depend on marketing tactics that don't matchthe needs and concerns of their customers, or embrace messaging andcauses that don't connect. Authenticity is an anti-gimmickbusiness book. It prescribes clear strategies that enable companiesto communicate in a more genuine, emotional way.Authors Mark Toft, Jay Sunny, and Rich Taylor provide a seriesof approaches to help embrace and communicate the purpose of yourbrand with effectiveness. Whether you're a business executive whowants to be more persuasive or an advertising professional lookingto grow your brand, this book combines the authors' successfulexperiences at top agencies into practical advice that can work foranyone in any business.Readers will learn the importance of purpose and conflict inmarketing activities, how to approach advertising with clarity andpassion, and how to plan content while avoiding the false allure ofaspirational advertising and insincere corporate socialresponsibility. Inauthentic messaging can often spell failure for abusiness, but the company that tells a genuine, compelling story toits clients is the one that succeeds.Supports reading in small doses through short, provocativechaptersOffers refreshed principles and strategies to help reveal orrecover authenticity in your branding, messaging, advertising, andmarketingRoots advice in over five decades of combined business andmarketing experiences producing award-winning campaignsProvides examples and analysis of brands that align marketingwith their genuine purposesRelates surprising and commonsense wisdom in an engaging style,free of business jargon