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Truth is a powerful marketing tool--and really the only way to promote a message and brand effectively.
Truth 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.
Marketers 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.
In Tell the Truth, Jonathan Salem 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 yields true competitive advantage.
- Sales Rank: #228823 in Books
- Published on: 2012-04-03
- Original language: English
- Number of items: 1
- Dimensions: 8.30" h x 1.00" w x 5.60" l, .95 pounds
- Binding: Hardcover
- 256 pages
Review
"Truth is the only defensible competitive advantage. I'm not sure why this is controversial, but it's true."
—Seth Godin, Author, We Are All Weird
"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 Tell The Truth, 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.”
—Mitch Joel, President of Twist Image and Author, Blogger, and Podcaster, Six Pixels of Separation
"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."
—Joseph Jaffe, Author, Flip the Funnel
“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.”
—Sir Martin Sorrell, CEO, WPP
“Tell the Truth is an essential guide to advertising in the modern world.”
—Jonathan Dean, Online Culture Editor, The Sunday Times
“In a sea of marketing gibberish and thinly disguised motivational babble ... Unerman and Baskin stand out by offering practical information presented in plain English.”
—Ken Wheaton, Managing Editor, Advertising Age, and author of The First Annual Grand Prairie Rabbit Festival
"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. Tell The Truth is an essential guide to building honest businesses."
—Claire Beale, Editor, Campaign
About the Author
I explore how public companies innovate.
I've written 7 books,250+ essays, and lead a consultancy (Arcadia Communications Lab) thathelps established companies around the world communicate on innovation. I have 30+ years of leadership experience in marketing andcommunications.
Most helpful customer reviews
4 of 4 people found the following review helpful.
Tell the Truth gets you thinking ... and doing.
By Sean Duffy
Marketing has changed in recent years. Global interconnectivity via the Internet has redefined the way that brands are built and managed. For many marketers adapting has meant frantic experimentation with the latest social media platforms, viral tactics or online metrics. My advice: Stop and read this book first. Because if you want your brand to benefit from all these nifty new tools and tactics then you'll also need to adopt a new mindset. That's what Tell the Truth is about: Providing marketers with a new conceptual framework for building brands that can compete in today's wired world.
I found Tell the Truth a lucid and enjoyable read. Underman and Baskin provide original thinking, clear writing and lots of examples to help the reader unlearn prevailing marketing dogma that was shaped during the media monopoly of the last century. Chief among these beliefs is the notion that truth is optional.
While Tell the Truth makes a compelling case for why truth is the most powerful marketing tool we have, it's not an esoteric ethical treatise. It's a hands-on field guide, full of practical advice for implementing truth in your day-to-day marketing efforts.
If you are trying to get your head around the changes taking place in marketing today, start here. Tell the Truth will help you put the new rules of marketing to work for your brand. I've made it required reading in my company. I hope Tell the Truth will be for today's generation of marketers what Ogilvy on Advertising was for previous generations.
1 of 1 people found the following review helpful.
history, sociology, common sense, A++++++
By Neal Karlen
With talk of branding, establishing a proper advertising platform, and the demands of our ever shortening attention plans, nothing seems more likely to have undergone a revolution in the last 15 years than the sometimes not so gentle art of persuasion in the marketplace. Unerman and Baskin make a notable case that what worked thousands of years ago--honesty--is what will work now in the increasingly freewheeling world of advertising, where truth seems like the first thing to go in the need to sell a product. Unerman, an advertising executive, and Baskin, a well known consultant and author of an influential column in Advertising Age bring hope, pleasure, and a damn good read to a topic that could have been depressing. Thanks folks!
1 of 1 people found the following review helpful.
And the Truth Shall Set You Free...
By Peter Johnson
The most successful brands work hard to understand and articulate the simple, human truth behind how they serve their customers. In his book Jonathan Salem Baskin provides businesses of all sizes and markets how to harness the truth about who they are as a company. This is a great read and a must for every brand manager out there. You have to tell the truth!
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