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

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

By Stephen Denny and Paul Leinberger

"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. People now want to make their own decisions based on raw footage, real-time updates, and unfiltered live streams.

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Book Information

Publisher: Career Press
Publish Date: 11/01/2020
Pages: 256
ISBN-13: 9781632651785
ISBN-10: 1632651785
Language: Eng

Full 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.

About the Authors

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 real-world financial results.

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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 real-world financial results.

Learn More

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