Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World

Description

"An innovative, highly compelling study of how CEOs and managers can effectively plan to achieve customer loyalty and trust."-Library Journal Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture. "Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms." -Blake Irving, former CEO of GoDaddy You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing. Drawing on four years of global research, authors Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty. To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values). Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.

Authors, Stephen Denny and Paul Leinberger, are principals in the boutique consultancy Denny + Leinberger Strategy which focuses on spotting trends that drive business performance and giving clients the tools and insights to act on them so they can achieve actual financial results. Denny and Leinberger have worked with Microsoft, General Mills, Nestle, Disney, Altria and Campbell Soup Company.

"A must-read guide to making sense of our topsy-turvy world--a world in the midst of cultural, social, business, and tech changes (to name but a few). Useful in marketing, sales, operations, or... (frankly)... in navigating modern life."--Ann Handley, Chief Content Officer of MarketingProfs and Wall Street Journal bestselling author of Everybody Writes "Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms. The raw transparency we are experiencing through these platforms change the game entirely. It's no longer a manipulative 'battle for your mind' as Trout and Ries once said. It's a battle for hearts and raw conscience."--Blake Irving, former CEO, GoDaddy "I'm in the business of cultural trends and have seen a lot of presentations and data on the topic. These insights are different. They resonate on a whole new level and are immediately actionable. Once I read this, I had an urgent need to rewrite the marketing plans I was about to present to clients. In a world where the consumer owns their own marketing journey, this book is a must read."--Anne Bologna, Chief Strategy Officer of Crossmedia "Unfiltered Marketing gives us an unvarnished look at how smart campaigns and smart marketers need to work in 2020 and beyond. This read will make you better and smarter"--Jim McLaughlin, Campaign Pollster and Public Opinion Expert "This is so much more than a marketing book--it is a window into today's cultural landscape and a playbook for how to thrive in that world." --Rob White, Co-Founder of Zeus Jones and former President of Fallon Worldwide "Trust has always been a valuable resource and its value is especially high today because it is now so scarce. The barriers-to-entry into the ranks of the trusted are high and likely to remain so. But Unfiltered Marketing shows the way forward. It is a unique source of guidance for breaking down barriers and regaining trust. Full of insightful, actionable advice." --Ralph Whitehead, Professor of Journalism (retired), University of Massachusetts at Amherst "Steve and Paul have an unparalleled understanding of marketing and the value of raw experience--be it person to person or on Zoom. if you read this book you will be wiser and more successful in reaching people with your brand. " --Joanna Coles, TV Producer & former Chief Content Officer, Hearst Corporation "This is a time for raw, unfiltered, engagement. Denny and Leinberger will take you on a journey of personal and professional transformation to help you help those who matter most. You'll learn how to rehumanize engagement. The result is the cultivation of a more meaningful and productive community where trust, truth, and the value of connection thrive once again." --Brian Solis, digital analyst and anthropologist, and author of Lifescale