Limit search to available items
67 results found. Sorted by relevance | date | title .
Book Cover
E-book
Author Toft, Mark

Title Authenticity
Published Santa Barbara : ABC-CLIO, LLC, 2020

Copies

Description 1 online resource (211 pages)
Contents Cover page -- Halftitle page -- Title page -- Copyright page -- Contents -- Acknowledgments -- This is not an introduction -- PART I Setting the Stage -- 1 The best definitions of branding and advertising you'll find -- 2 What we mean by authenticity -- PART II Why Authenticity -- 3 Because it's what we need and resist most -- 4 Because branding and advertising are ready for an authenticity revolution -- 5 Because the survival of your business depends on it -- PART III What Authenticity Requires -- 6 Authenticity requires purpose -- 7 What your brand's purpose is not
8 Find your hill and defend it -- 9 What's your exploding scoreboard? -- 10 Understand your audience -- 11 Name the problem and how you solve it -- 12 Seek conflict -- 13 Creation over disruption -- 14 Put yourself in the shoes of your customer and ask, "So what?" -- 15 Use it or lose it -- 16 Remember, people would rather like than hate you -- 17 Know your role, and don't try to be the hero -- 18 You can't succeed without emotion -- 19 Being emotional doesn't mean being saccharine -- 20 Authenticity requires avoiding business jargon -- PART IV Fixing an Inauthentic Brand
21 Consider the new reality about how people make decisions -- 22 Cause with caution -- 23 Remember, a company without a story is a company without a strategy -- 24 Be honest about whether your current brand story is boring -- 25 Trim the fat -- 26 Kill your darlings -- 27 Don't try to be funny -- 28 Nobody ever played air guitar to a logo -- 29 This is not a generic brand video -- 30 There's beauty in simplicity -- 31 Speaking of beauty ... -- 32 There is no such thing as speed farming or abracadabra marketing -- 33 What Frank Lloyd Wright can teach us about branding
34 Play to the audience, not the amps (or, what the Ramones can teach us about branding) -- PART V Breaking Bad Habits, Building Better Ones -- 35 Take a chance on your customers -- 36 Beware the fool's gold of easy brilliance -- 37 Create hot, edit cold -- 38 It's an act of daring to be sincere -- 39 Authenticity and memorability -- 40 Consider why your dog stares at you when he poops -- 41 Know the proper role of research -- 42 Know your "80 years young" boundaries -- 43 Avoid these words -- 44 Avoid inauthenticity in photos and imagery -- 45 Get your white tuxedo dirty
46 Don't fall in love with celebrities -- 47 Don't spill your candy in the lobby -- 48 A loud voice can make even the truth sound foolish -- 49 Don't get that person. Be that person. -- 50 Shut up, he explained -- 51 Maybe people don't want to join your conversation -- 52 Say yes to criticism, no to condemnation -- PART VI Select Profiles in Authenticity -- 53 The customer experience paradox -- 54 The non-flashy warehouse club -- 55 HBO and authentic brand evolution -- 56 LEGO: Saved by loyal customers -- 57 The surprise and delight of Zappos -- 58 Airbnb and the importance of not giving up
Notes 59 CrossFit and the art of staying out of the way
Print version record
Subject Branding (Marketing)
Advertising.
Authenticity (Philosophy)
branding.
Advertising
Authenticity (Philosophy)
Branding (Marketing)
Form Electronic book
Author Sunny, Jay
Taylor, Rich
ISBN 9781440873218
1440873216