"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
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 Salem Baskin leads Baskin Associates, Inc., a marketing decisions consultancy. He writes the award-winning blog, Dim Bulb, a daily post about 2,000 years of social behavior do's and don'ts at Today in the Histories of Social Media, and is a regular columnist on CMO leadership for Advertising Age. Jonathan is a member of the advisory board of SocialMediaToday.com, and a Senior Fellow Emeritus at the Smithsonian's National Museum of American History.