Truth: New Rules for Marketing in a Skeptical WorldBrands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including Brandweek, Advertising Age, and the Journal of Brand Management. He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace. |
Contents
Convincing the Unconvinced Practical Integrity and a Better Way to Market | 9 |
Practical Integrity Works Five Companies with Something to Teach Us All | 25 |
TRUE STRATEGIES | 51 |
Be the One They Can Count On Build Equitable Partnerships Fused with Integrity | 53 |
My Product My Self Thats Not a Product Youre Marketing Thats Your Word | 71 |
Win the Credibility Race and It Is a Race Grab the Leadership Share of What Customers Believe In | 96 |
Promote Honestly Not Just Legally No Weasels Allowed | 120 |
Be There When They Want You There In Their Mind Not in Their Face | 143 |
Integrity Team Building Convince Your People and They Will Convince the World | 183 |
Benchmark Against a New ROM I Achieving Return on Market Integrity | 203 |
Preparing for a Better Way to Market | 219 |
A Final Thought | 239 |
APPENDIXES | 241 |
Notes | 257 |
Bibliography | 271 |
| 273 | |
Putting Trust Back into Value Its Worth More if They Trust You More | 159 |
MAKING IT HAPPEN | 181 |
About the Author | |
Common terms and phrases
advertising become believe benefits better blogging brand and company brand equity brand or company build Business Week Business Week online buyers buzz buzz marketing channels Chapter claims commitment competition competitors consumers corporate costs create credibility customers deliver eBay employees environmental Ethics example executive Fast Company Figure global Herman Miller honesty IKEA impact In-N-Out In-N-Out Burger industry Infosys integrity issues investments keting Kiehl's likeability lives loyalty major marketing communications marketing integrity marketing programs marketing team marketplace ment messages million N.R. Narayana Murthy Nike Paccar partners partnership Patagonia percent positive practical integrity product or service promises promote respect retail Return on Market revenue ROMI sell seller share skepticism spending staff Strategy superior things Timberland tion tracking Trader Joe's trust users value proposition Wal-Mart WOMMA word of mouth York Yvon Chouinard