Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World
- 3h 59m
- Paul Leinberger, Stephen Denny
- Red Wheel/Weiser
- 2020
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
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. Denny and Leinberger have worked with Fortune 500 brands and global multinationals across a variety of industries, including Microsoft, General Mills, Nestle, Disney, Altria, and Campbell Soup Company. Stephen has an MBA from the Wharton School of the University of Pennsylvania and lives near Denver, Colorado. Paul holds a PhD in organizational and social psychology and a masters in urban planning. He lives in Irvine, California.
In this Book
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Foreword—May I Have Your Attention Intention Please?
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Introduction—The Impact of Technology on Culture
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Rule #1—Seeking Control in an Out-of-Control World
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Rule #2—Raw Means Unscripted
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Rule #3—Raw Means In-Process
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Rule #4—Raw Means In-Context
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Rule #5—Heroic Credibility
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The Shift to C2B—Rehumanizing the Digital Relationship
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The Flip Side of Raw—Storytelling in an Age of Distraction
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Implications for Leadership—The New Blueprint
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Implications for Brand Loyalty—Operating in a State of Rawness
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Implications for Culture—Control, Rawness, and Heroism @ Work
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Three Scenarios for the Future
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Chapter Notes
