- Hardcover: 256 pages
- Publisher: BenBella Books; 1 edition (April 3, 2012)
- Language: English
- ISBN-10: 1936661462
- ISBN-13: 978-1936661466
- Product Dimensions: 5.6 x 1 x 8.3 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 7 customer reviews
- Amazon Best Sellers Rank: #1,605,856 in Books (See Top 100 in Books)
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Tell The Truth: Honesty Is Your Most Powerful Marketing Tool Hardcover – April 3, 2012
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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
I explore how public companies innovate.
I've written 7 books,250+ essays, and lead a consultancy (Arcadia Communications Lab) thathelps established companies around the world communicate on innovation. I have 30+ years of leadership experience in marketing andcommunications.
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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).