Tell The Truth Honesty Is Your Most Powerful Marketing Tool

by Unerman, Sue; Baskin, Jonathan Salem

• ISBN13: 9781936661466
• ISBN10: 1936661462
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-04-03
• Publisher: Benbella Books

Summary

In Telll the Truth, Learn How To:

Author Biography

Sue Unerman is Chief Strategy Officer of MediaCom. Amid the changing media landscape, she delivers a strategic edge in communications and strategic planning for clients, thereby ensuring MediaCom UK is a step ahead of the competition. Equipped with a history degree from Oxford University, Unerman has experience in planning and buying media at Benton and Bowles, DMB+B, and Geers Gross. The UK-based Campaign magazine says that Unerman is "widely considered to be one of media's finest strategic brains, helping to turn MediaCom into a $1billion agency."

Jonathan Baskin, President of Baskin Associates, Inc., has worked for the last 28 years to translate branding strategy into something more than images and words for global brand names including Apple, Blockbuster, Limited, and Nissan. He has led agency and corporate teams responsible for all aspects of marketing communications and public affairs. Since 2008, Baskin has written a bi-weekly column on marketing leadership for Advertising Age, and posted twice-weekly on his award-winning blog, BaskinBrand. He is also a frequent public speaker and an often-quoted expert in news stories from sources such as USA TODAY and Reuters.

Table of Contents

Introduction: The Case for Truth	p. 1
Content	p. 13
Acknowledge Reality	p. 15
Deliver Real Change to Services and Company Structure	p. 40
Take Consumers on the Brand Truth Journey with You	p. 74
Enlist Third-Party Advocates	p. 106
Context	p. 131
Be Close	p. 135
Find a Truth Turning Point	p. 160
Use Point-of-Action Media	p. 187
Leverage Routine	p. 211
Epilogue: And Finally, What's Next?	p. 235
About the Author	p. 241
Index	p. 243
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