Authenticity : building a brand in an insincere age / by Mark Toft, Jay Sunny & Rich Taylor

By:

Toft, Mark [author]

Contributor(s):

Material type:

Computer fileLanguage: English Publication details: Santa Barbara, California : Praeger, 2020Description: 1 online resource (198, pages) : color illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781440873218 (e-book)

Subject(s):

LOC classification:

HF5415.1255 T57 2020

Online resources:

Contents:

1. Setting the stage -- 2. Why authenticity -- 3. What authenticity requires -- 4. Fixing an inauthentic brand -- 5. Breaking bad habits, building better ones -- 6. Select profiles in authenticity -- 7. Profiles that show the perils of insincerity -- 8. Using media authentically -- 9. Assessment tools -- 10. Closing thoughts

Summary: Brands are alienating customers by telling the wrong story and championing a false purpose. Businesses can avoid the same fate, attract loyal customers, and out-narrate the competition by embracing authenticity. 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.

Average rating: 0.0 (0 votes)

Holdings ( 2 )
Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	Status	Notes	Date due	Barcode
Online E-Books	Ladislao N. Diwa Memorial Library Multimedia Section	Non-fiction	OEBP HF5415.1255 T57 2020 (Browse shelf(Opens below))		Available	PAV		OEBP000561
Compact Discs	Ladislao N. Diwa Memorial Library Multimedia Section	Non-fiction	EB HF5415.1255 T57 2020 (Browse shelf(Opens below))		Room use only	PAV		CD0001490

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Includes bibliographical references and index

1. Setting the stage -- 2. Why authenticity -- 3. What authenticity requires -- 4. Fixing an inauthentic brand -- 5. Breaking bad habits, building better ones -- 6. Select profiles in authenticity -- 7. Profiles that show the perils of insincerity --
8. Using media authentically -- 9. Assessment tools -- 10. Closing thoughts

Brands are alienating customers by telling the wrong story and championing a false purpose. Businesses can avoid the same fate, attract loyal customers, and out-narrate the competition by embracing authenticity. 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.

Fund 164 CE-Logic Purchased July 10, 2024 OEBP000561 CvSU Campuses PHP - -