{"product_id":"tell-the-truth-isbn-9781936661466","title":"Tell The Truth","description":"Truth is a powerful marketing tool—and really the only way to promote a message and brand effectively. \u003cbr\u003e\u003cbr\u003eTruth 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. \u003cbr\u003e\u003cbr\u003eMarketers have focused their messages on entertainment, creating funny or engaging campaigns that win awards but don't always sell products. Consumers determine what's true, and smart companies have realized that every communications medium can and will be used to contribute to those conclusions. \u003cbr\u003e\u003cbr\u003eIn \u003ci\u003eTell the Truth,\u003c\/i\u003e Jonathan Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth truly yields true competitive advantage.\"Truth is the only defensible competitive advantage. I'm not sure why this is controversial, but it's true.\"\u003cbr\u003e—\u003cb\u003eSeth Godin, Author, \u003ci\u003eWe Are All Weird\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"The true future of marketing will be about brands and their ability to have a direct relationship with their consumers. The trick, as so well explained in \u003ci\u003eTell The Truth\u003c\/i\u003e, is that brands have to be honest … brutally honest. Truth in advertising? Truth in marketing? It hasn't really happened, but now it can. Sue Unerman and Jonathan Salem Baskin offer this wonderful book as a first step in the right direction. It belongs on everyone's desk who touches a brand.\"\u003cbr\u003e—\u003cb\u003eMitch Joel, President of Twist Image and Author, Blogger, and Podcaster, \u003ci\u003eSix Pixels of Separation\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"Truth in advertising is no longer an oxymoron; it's an absolute necessity if a brand wishes to compete in today's increasingly transparent marketplace. Brands will be judged not based on what they say, but what they do; not the promises they make, but the ones they keep. This book is the first step toward your enlightenment.\"\u003cbr\u003e—\u003cb\u003eJoseph Jaffe, Author, \u003ci\u003eFlip the Funnel\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"The authors re-examine the abiding value of authenticity; convince us that, in the Internet age, brand truth has become a marketing necessity; and offer practical guidance on how to achieve it.\"\u003cbr\u003e—\u003cb\u003eSir Martin Sorrell, CEO, WPP\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"\u003ci\u003eTell the Truth\u003c\/i\u003e is an essential guide to advertising in the modern world.\"\u003cbr\u003e—\u003cb\u003eJonathan Dean, Online Culture Editor, \u003ci\u003eThe Sunday Times\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"In a sea of marketing gibberish and thinly disguised motivational babble ... Unerman and Baskin stand out by offering practical information presented in plain English.\"\u003cbr\u003e—\u003cb\u003eKen Wheaton, Managing Editor, \u003ci\u003eAdvertising Age\u003c\/i\u003e, and author of \u003ci\u003eThe First Annual Grand Prairie Rabbit Festival\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"In the digital age, all of us have a voice that can be heard instantly and around the world. Consumers are increasingly using that voice to speak out whenever they see injustice and untruth. So for brands and businesses, honesty and integrity are now imperative for success. \u003ci\u003eTell The Truth\u003c\/i\u003e is an essential guide to building honest businesses.\"\u003cbr\u003e—\u003cb\u003eClaire Beale, Editor, \u003ci\u003eCampaign\u003c\/i\u003e\u003c\/b\u003e\u003cb\u003eSue Unerman\u003c\/b\u003e 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 \u003ci\u003eCampaign\u003c\/i\u003e magazine says that Unerman is \"widely considered to be one of media's finest strategic brains, helping to turn MediaCom into a $1billion agency.\"\u003cbr\u003e\u003cbr\u003e\u003cb\u003eJonathan Baskin\u003c\/b\u003e, 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 \u003ci\u003eAdvertising Age,\u003c\/i\u003e 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 \u003ci\u003eUSA TODAY\u003c\/i\u003e and \u003ci\u003eReuters\u003c\/i\u003e.","brand":"BenBella Books","offers":[{"title":"Default Title","offer_id":46301289349349,"sku":"NP9781936661466","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781936661466_49ae7a7f-d067-480f-83bd-815e3b68f082.jpg?v=1742923712","url":"https:\/\/k12savings.com\/es\/products\/tell-the-truth-isbn-9781936661466","provider":"K12savings","version":"1.0","type":"link"}