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Author: Larry Weber Publisher: John Wiley & Sons ISBN: 1119513774 Category : Business & Economics Languages : en Pages : 141
Book Description
Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose. When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Author: Larry Weber Publisher: John Wiley & Sons ISBN: 1119513774 Category : Business & Economics Languages : en Pages : 141
Book Description
Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose. When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Author: James H. Gilmore Publisher: Harvard Business Review Press ISBN: 1633690571 Category : Business & Economics Languages : en Pages : 316
Book Description
Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell—or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as—if not more than—price, quality, and availability. In Authenticity, James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it;" appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.
Author: John O'Brien Publisher: Kogan Page Publishers ISBN: 1398600172 Category : Business & Economics Languages : en Pages : 265
Book Description
Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.
Author: Larry Weber Publisher: John Wiley & Sons ISBN: 1119513758 Category : Business & Economics Languages : en Pages : 258
Book Description
Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose. When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Author: Adam DuVander Publisher: Everydeveloper ISBN: 9781737029618 Category : Languages : en Pages : 142
Book Description
Developers sniff out anything that seems like marketing. Typical tactics will fall flat. And you'll be staring at your analytics with questions they can't possibly answer. Most developers are too skeptical to fill out lead forms or provide their real email address.To reach a technical audience, you must acknowledge that developer marketing does not exist. Then you can authentically engage with developers.Adam DuVander has worked with dozens of developer-focused companies to attract thousands of the right developers. In Developer Marketing Does Not Exist he helps you uncover the mystery within your audience so you can reach more developers.
Author: Sven Patzer Publisher: Hype Snagger ISBN: Category : Business & Economics Languages : en Pages : 118
Book Description
A hypesnagger is a marketer who specializes in leveraging hype, exclusivity, and emotional connections to create compelling marketing campaigns that resonate with target audiences. They focus on authenticity and personalization to build long-term relationships with customers and elevate brand identities in a crowded marketplace. Hypesnaggers are skilled in using a variety of marketing channels and techniques, including social media, influencer marketing, and email marketing, to create engaging campaigns that drive results. In today's crowded and competitive marketplace, building a strong and memorable brand identity is essential for businesses looking to stand out and connect with their target audience. Hypesnagging, a marketing technique that leverages hype, exclusivity, and emotional connections, can be a powerful tool for achieving these goals. In this book, author Sven Patzer explores the principles and best practices of hypesnagging, providing practical guidance and insights for businesses looking to elevate their marketing efforts and build strong brand identities. From storytelling and personalization to emotional connections and exclusivity, Patzer covers the key components of successful hypesnagging campaigns and how businesses can use them to achieve their marketing goals. Through real-world examples and case studies, readers will learn how to use hypesnagging to create compelling campaigns that resonate with their target audience and build lasting loyalty and engagement. From social media and influencer marketing to email marketing and beyond, Patzer provides practical guidance for using hypesnagging in a variety of marketing channels and techniques. Whether you're a small business owner looking to stand out in a crowded market or a marketer looking to elevate your skills and knowledge, this book is a must-read. With a focus on authenticity, differentiation, and continuous improvement, Hypesnagging: Building Strong Brand Identities Through Authentic Marketing is a comprehensive guide to one of the most powerful marketing techniques available today.
Author: George Kao Publisher: George Kao ISBN: 1521845905 Category : Business & Economics Languages : en Pages : 120
Book Description
What if you could love marketing, by finding a way to do it that aligns with your higher purpose and values... and have more of your ideal clients as a result? This is what you'll learn by reading this book."George Kao simplifies the art of marketing for solopreneurs and small businesses. He has a deep understanding of how to reach out and engage clients in the spirit of caring and generosity. This book, Authentic Content Marketing, is more than a marketing guide -- it's an evolutionary approach to serving in the world with integrity, love and truth." ~ Fiona Moore, Transformative Mentor and Healer"So many marketing programs simply extract value. They are short campaigns that add no value to customers in any way. Authentic Content Marketing presents the exact opposite approach, delivering real value to customers, which create real relationships with customers over time. The concept is simple, straightforward...and the best news is that it works!"~ Joe Pulizzi, Founder of The Content Marketing Institute; Author of four best-selling books about Content MarketingIn this book, you will learn:● Four Principles of Authentic Business● Three Stages of Content Creation● How to get clear on your purpose for creating content...● How to choose which content format (writing, video, audio, etc.) is right for you?● What to say in your content?● Writing your Client Stories / Case Studies● Getting comfortable with making videos● Keyword Research● How I overcame 30 years of writer's block● Creating your Transformational Framework● Which content should be Free versus Paid?● The Path To Awesome Content● Practical Tips for Making Your Content Great● How To Spread Your Content● Keeping Track of Your Best Content● Creating a rhythm of content sharing that works for youBy applying what you learn in this book, you will have a solid plan for doing marketing in a way that feels great to your spirit, and attracts to you the most ideal clients for your business."How do you succeed in business (like, actually) without selling your soul (even a little bit)? George Kao is one of my most trusted colleagues. He constantly tests and experiments and pushes the boundaries of business to figure out how to make it more ethical, honest and generous. I love this man's work dearly and refer to him often."Tad Hargrave, Founder, www.MarketingforHippies.com"George boldly paves the way of the future for internet marketing in a way that dissolves fear and fuels love on the planet. A must read for spiritual entrepreneurs who are here to build community and make a difference with their craft."~ Claire Shamilla, Energy Healer"If you're looking for a truly complete guide to building an authentic and joyful online coaching business then this is the first book you need to read! George has spent years researching, testing and implementing his own authentic business and this book has everything you need to get started. Invest in this book, and give yourself the gift of a business you love!" ~ Andy Burton, Author, Speaker & Dream Goal Coach
Author: David Meerman Scott Publisher: John Wiley & Sons ISBN: 1118266161 Category : Business & Economics Languages : en Pages : 272
Book Description
Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!
Author: Mark Toft Publisher: Bloomsbury Publishing USA ISBN: 1440873216 Category : Business & Economics Languages : en Pages : 211
Book 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.
Author: Sarah Banet-Weiser Publisher: NYU Press ISBN: 0814787134 Category : Political Science Languages : en Pages : 280
Book Description
While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.
Author: Larry Weber
Author: Larry Weber
Author: James H. Gilmore
Author: John O'Brien
Author: Larry Weber
Author: Adam DuVander
Author: Sven Patzer
Author: George Kao
Author: David Meerman Scott
Author: Mark Toft
Author: Sarah Banet-Weiser