Authenticity: Building a Brand in an Insincere Age

by Mark Toft, Jay Sunny, Rich Taylor

Too many companies depend on marketing tactics that don't match the needs and concerns of their customers or embrace messaging and causes that don't connect. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way. Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business. Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. Inauthentic messaging can often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds.

212 pages, Kindle Edition

Published January 7, 2020

Reviews

[Rob Sanchez · Rating 3 out of 5]

Good insight and focusing on being authentic as a brand. Falls victim to some non-Fiction padding but really packed with insight and a few actionable lists to gauge and improve authenticity. I'd recommend this one to anyone in marketing or starting their own company.