- Hardcover: 256 pages
- Publisher: BenBella Books; 1 edition (19 April 2012)
- Language: English
- ISBN-10: 1936661462
- ISBN-13: 978-1936661466
- Product Dimensions: 21.1 x 14.2 x 2.5 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 289,183 in Books (See Top 100 in Books)
Tell the Truth: Honesty is Your Most Powerful Marketing Tool Hardcover – 19 Apr 2012
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"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
About the Author
Sue Unerman 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 Campaign magazine says that Unerman is "widely considered to be one of media's finest strategic brains, helping to turn MediaCom into a $1billion agency." Jonathan Baskin, 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 Advertising Age, 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 USA TODAY and Reuters.
Inside This Book(Learn More)
Top Customer Reviews
There is enough substance in the book for the professional intent on establishing the best way forward for their business; `Tell the Truth' issues checklists and instructions for engaging with customers or clients. However, it is also an enjoyable read in its own right for the interested non-specialist, like me. There are enough anecdotes and everyday examples to keep the pages turning, and most important of all, it makes you think.
I asked him a question about whether something was true or not.
His response was "it depends on what you mean by truth".
This answer floored me and I was lost for a response so the conversation moved on with someone else.
Now in the same situation I would immediately say " read this book".
It provides not only a clear definition, through example, but tells us why truth is good and profitable.
Most Helpful Customer Reviews on Amazon.com (beta)
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.
In "Tell The Truth", you will find the 8 ways for brands to better deliver truth. This isn't a ploy to cover up what is the truth, but a way to be direct and specific about what it takes to help shape your brand. The example brands above are a couple of the hundreds of brands that failed to address the customers' situation promptly and as such lost both customers and brand reputation. This book is an excellent guide presenting the criteria that when applied, can give your business the competitive advantage truth provides.
The book splits the 8 ways up into what you can and should say to your customers, and how you ultimately tell the truth. In today's world, we live in the shadows of WorldCom, Enron, Tyco and the other companies that betrayed the people's trust of corporate governance. In the 90's and early 2000's, these companies did not have to deal with the existence of social media like Twitter and Facebook. It's easier today for a simple Tweet or Facebook post of a ticked customer to create a PR nightmare for a company.
The authors make a great point that because of the heavy internet age we live in today, the truth is out there and it will soon be found out. It's far better to admit and confront the truth than to treat your customers like they are too stupid to find it on their own.
This book gives 50 great case examples of companies in the US and UK like Chick-fil-A, 24 Hour Fitness, Churchill Insurance and Domino's that understood the truth they stood in and marketed it to their customers by way of every median at their disposal. Domino's for example, stepped up and said, `yes, our pizza has been a terrible product, but we are going to work to make our product the best.' This has given them new ground to become a better market competitor but more so, it has helped them to regain their customers trust.
In sum, this book is an excellent resource for helping your company to differentiate itself in a positive way. "Tell The Truth" is more than just a simple idea customer's expect; it's a way to dominate your market.
Disclosure: I received a review copy of this book from the publisher. A review in exchange for the review copy was not promised. The views and opinions expressed in this review are my own, and in no way represent the views or opinions of the publisher, distributor or author(s).