Authenticity : building a brand in an insincere age / Mark Toft, Jay Sunny, and Rich Taylor.
By: Toft, Mark [author.].
Contributor(s): Sunny, Jay [author.] | Taylor, Rich [author.].
Publisher: Santa Barbara, California : Praeger, an imprint of ABC-CLIO, LLC, ©2020Description: xii, 198 pages : illustrations ; 23 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781440873201.Subject(s): Branding (Marketing) | Advertising | Authenticity (Philosophy)Genre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.1255 .T65 2020 (Browse shelf) | Available | AU00000000019550 |
Includes bibliographical references and index.
Setting the stage -- Why authenticity -- What authenticity requires -- Ficing an inauthentic brand -- Breaking bad habits, building better ones -- Select profiles in authenticity -- Profiles that show the perils of insincerity -- Using media authentically -- Assessment tools -- Closing thoughts.
"This book shows you how to align your advertising and marketing efforts with the purpose of your company's brand"--