Authenticity: Building a Brand in an Insincere Age

(Hardback)

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Description

Brands are alienating customers by telling the wrong story and championing a false purpose. Your business can avoid the same fate, attract loyal customers, and out-narrate the competition by embracing authenticity. Equal parts provocation and exhortation, the insights of Authenticity apply to business, marketing, and life in general. Too 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. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way. Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business. Readers will 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 often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds.

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Recommended. All readers. * Choice *

Author Bio

Mark Toft, chief strategy officer and cofounder of the Narrator Group, was lead digital writer for the Staples Easy Button. Jay Sunny, chief creative officer and cofounder of the Narrator Group, spent seven years as an art director at the two top advertising agencies in Switzerland. Rich Taylor, senior vice president of the Narrator Group, is a marketing and sales leader with experience in planning, developing, and implementing successful marketing campaigns.