Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World
- 7h 10m 51s
- Brian Solis, Paul Leinberger, Stephen Denny
- Gildan Media
- 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 seeking control in an out-of-control world; and executives must rework their brand to be unscripted, in-process, and in-context, in order to master 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.
In this Audiobook
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Chapter 1 - Rule #1: Seeking Control in an Out-of-Control World
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Chapter 2 - Rule #2: Raw Means Unscripted
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Chapter 3 - Rule #3: Raw Means In-Process
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Chapter 4 - Rule #4: Raw Means In-Context
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Chapter 5 - Rule #5: Heroic Credibility
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Chapter 6 - The Shift to C2B: Rehumanizing the Digital Relationship
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Chapter 7 - The Flip Side of Raw: Story Telling in an Age of Distraction
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Chapter 8 - Implications for Leadership: The New Blueprint
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Chapter 9 - Implications for Brand Loyalty: Operating in a State of Rawness
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Chapter 10 - Implications for Culture: Control, Rawness, and Heroism @ Work
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Chapter 11 - Three Scenarios for the Future
