Truth Be Told : How Authentic Marketing and Communications Wins in the Purposeful Age

O'Brien, John/ Gallagher, David

Kogan Page Ltd（2021/04発売）

Kogan Page Ltd（2021/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 264 p.
• 言語 ENG
• 商品コード 9781398600164
• DDC分類 658.8

Full 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.

Contents

Chapter - 00: Introduction;
Chapter - 01: The world - what you need to know;
Chapter - 02: The truth - what we mean by it;
Chapter - 03: The why - understanding the context of truth and purpose;
Chapter - 04: The where - finding truthful purpose in business;
Chapter - 05: The way - how your culture is key;
Chapter - 06: The how - audiences and stories;
Chapter - 07: The what - understanding your channels;
Chapter - 08: The wow - how to measure success;
Chapter - 09: Activate NOW;