Authentic Marketing

Book description

Engage on a deeper level by disrupting the typical business development script

Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition.

This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose.

When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand.

This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet.

  • Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together
  • Learn the key steps to find your moral purpose

Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.

Table of contents

  1. Cover
  2. Foreword
  3. Acknowledgments
  4. Introduction
  5. Part I: Authentic Marketing and the Power of Purpose
    1. Chapter 1: Profit Meets Purpose: Find Your Company’s Soul
      1. Beyond CSR
      2. Authentic Marketing: The Driver of True Engagement
      3. Good Momentum
      4. IBM: Legacy Values Working for Good
      5. Patagonia: Pioneering Sustainability
      6. The Call for Action-Driven Businesses
      7. A New Strategy Model for a New Era
      8. Soul Searching: Exercise to Find Your Moral DNA
      9. Notes
    2. Chapter 2: The Era of Social Consciousness: Where Technology Meets Humanity
      1. Social Media, Cultural Game Changer
      2. The Call for Values
      3. Higher Expectations of the Private Sector
      4. Technology Innovations as a Force for Good
      5. Notes
    3. Chapter 3: A Better Strategy Model for a Better World
      1. Shortcomings of the Current Model
      2. Four Driving Principles of a New, Integrated Strategy Model
      3. Strategy Is Always On
      4. Notes
  6. Part II: Authentic Marketing: Key Components
    1. Chapter 4: The Evolution of Marketing: Moving from Manipulation to Authenticity
      1. Production Era
      2. Sales Era
      3. Marketing Era
      4. Relationship Marketing Era
      5. Digital Engagement Era
      6. Enter Authentic Marketing
      7. Notes
    2. Chapter 5: Search for Truths to Drive Constituency Mapping
      1. Building Your Data Toolbox
      2. A Prospective View of Data
      3. Additional Tools and Technologies That Deliver Key Insights
      4. An Inside Out Approach to Constituents
      5. Notes
    3. Chapter 6: Humanize Your Brand
      1. Use Technology to Show Your Human Side
      2. Achieve Deeper Engagement
      3. Notes
    4. Chapter 7: Move Beyond Storytelling to Storydoing
      1. Your Brain on a Story
      2. Move to Storydoing
      3. Build Ongoing Stories
      4. Effective Techniques
      5. Notes
    5. Chapter 8: Use Data-Telling to Anchor Objectives and Validate Progress
      1. Walmart Sustainability Index
      2. TOMS
      3. Dow Chemical
      4. Siemens
      5. Levi Strauss
      6. Notes
    6. Chapter 9: Infuse Trusted Voices in Paid, Owned, and Earned Media
      1. Put Earned Media First in the Paid, Owned, Earned Equation
      2. Focus on Your Inner Circle of Influencers
      3. Trust and the CEO
      4. The Credibility of Earned Social Media
      5. Owned and Paid Media: The Supporting Cast
      6. Content Across Paid, Owned, and Earned
      7. WATERisLIFE #FirstWorldProblems
      8. Investing in Trust
      9. Notes
  7. Part III: Reinventing Good and the Energy of Your Company’s Soul
    1. Chapter 10: Creating a Purpose-Driven Culture
      1. Answer the Generational Mandate
      2. Lead with Purpose
      3. Partner for Purpose
      4. Inspiring Words from CEOs
      5. Notes
    2. Chapter 11: Measuring the Legitimacy and Managing the Value of Purpose
      1. Measuring Corporate Purpose
      2. Other Key Findings from the 2018 Global RepTrak® Report
      3. Additional Paths to Tracking, Monitoring, and Measuring Purpose
      4. Expanding the Measurement Matrix
      5. Notes
    3. Chapter 12: Make a Plan
      1. 1. Put the New Strategy Model into Play
      2. 2. Establish Your Purpose Supply Chain
      3. 3. Launch Your Purpose
      4. 4. Live the Purpose Promise
      5. 5. Measure the Impact
      6. Notes
    4. Chapter 13: Purpose Is Everything
      1. Notes
  8. About the Author
  9. Index
  10. Eula

Product information

  • Title: Authentic Marketing
  • Author(s): Larry Weber
  • Release date: January 2019
  • Publisher(s): Wiley
  • ISBN: 9781119513759