Authenticity: Building a Brand in an Insincere Age, 1st Edition

  • Mark Toft
  • Jay Sunny
  • Rich Taylor
  • Published By:
  • ISBN-10: 1440873216
  • ISBN-13: 9781440873218
  • DDC: 658.8
  • 216 Pages | eBook
  • Original Copyright 2020 | Published/Released September 2020
  • This publication's content originally published in print form: 2020

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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.