Tell the Truth : Honesty Is Your Most Powerful Marketing Tool
ISBN: 9781936661466 | 1936661462
Format: HardcoverPublisher: Perseus Distribution Services
Pub. Date: 4/3/2012
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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 ... MORE
| 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-A... MORE | p. 187 |
| Leverage Routine | p. 211 |
| Epilogue: And Finally, What's Next? | p. 235 |
| About the Author | p. 241 |
| Index | p. 243 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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