- Explains what 'purpose' is and why companies need to activate their purpose mission
- Describes when and how to act across all media channels to deliver integrity and authenticity
- Written by two hugely experienced and respected marketing and PR executives, working with the global media group Omnicom and individual brands such as Porter Novelli, BBDO and Interbrand
- Includes case studies and examples from organizations as diverse as Unilever Dove; Code Zero Plastic from King of Shaves, Nike's Colin Kaepernick campaign, Bodyform sanitary wear, BrewDog's IPA girl's campaign and Pagatonia
Truth Be Told
How Authentic Marketing and Communications Wins in the Purposeful Age
Harness the opportunities for marketing in the age of purpose and learn why it's so important to be a 'truth teller' by creating authentic communication campaigns, generating honest content and avoiding accusations of 'purpose washing'.
Key features at a glance
EAN: 9781398600164
Edition: 1
Published:
Format: 235x158
264 pages
About the book
Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences.
Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'.
However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.
About the authors
John O'Brien MBE, based in London, UK, is an advisor to business, non-profits, and government bodies on purpose, its activation, organizational culture, partnerships and performance change globally. He is a senior purpose strategist and EMEA managing partner of Omnicom's ONE HUNDRED agency collective.
David Gallagher, based in London, UK, heads international growth and development for Omnicom PR Group. He is co-chair of the PRCA Ethics Council, past ICCO president, past Cannes Lions jury president and serves on the court of the London School for Hygiene & Tropical Medicine, among other advisory boards.
Those brands that succeed moving forwards will be those living and breathing a clear purpose authentically which makes this book an essential and timely read for marketing leaders.
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