Tell the Truth: Honesty is Your Most Powerful Marketing Tool Hardcover – 19 Apr 2012
- Choose from over 13,000 locations across the UK
- Prime members get unlimited deliveries at no additional cost
- Find your preferred location and add it to your address book
- Dispatch to this address when you check out
Frequently Bought Together
Customers Who Bought This Item Also Bought
Enter your mobile number below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
Getting the download link through email is temporarily not available. Please check back later.
To get the free app, enter your mobile phone number.
"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.
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.