Engage on a deeper level by disrupting the typical business development script
Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today's purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition.
This path requires a reinvention of today's dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company's moral purpose.
When moral purpose is central to an organization's core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real-not curated-connections with a brand's moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand.
This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet.
- Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together
- Learn the key steps to find your moral purpose
Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today's purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Praise for Authentic Marketing
"At Deere & Co., we are focused on those who are linked to the land and we take our sense of purpose very seriously. I'm very happy to see Larry urging other organizations to understand how to be conscious of their larger role in the world-while meeting growth and corporate objectives. I strongly believe these must go hand in hand." -Sam Allen, Chairman and CEO, Deere & Co.
"Our purpose at Deloitte is to make an impact that matters, for clients, our people and our communities. Larry's book provides a valuable guide for companies seeking to discover their purpose, have a positive impact on the world, and inspire and motivate their workforce." -Diana O'Brien, Deloitte Global Chief Marketing Officer
"Authentic Marketing captures what every executive needs to know, as purpose becomes a driving force in business and society. Customers eagerly share stories that appeal to their values?and serve to co-create brands." -Linda Boff, Chief Marketing Officer, GE
"Larry explains how to seamlessly integrate 4 critical elements to thrive in today's competitive world: business strategy, corporate purpose, customer engagement, and technology. His insight into how technology connects to corporate purpose is spot-on, and the examples he provides are terrific and inspiring." -Alan Trefler, Founder and CEO, Pegasystems
"This is a timely playbook. Humanizing brands, creating purpose-focused narratives and building trust through earned media are critical components to capture stakeholder hearts and minds in today's environment." -Andy Polansky, CEO, Weber Shandwick
"Larry's book speaks to what is urgently needed in the vortex of government gridlock and nationalist sentiment across the globe. Private industry is urgently needed to step up and contribute to solving a variety of social issues, which profoundly affect its employees, customers, and communities in which they do business." -Mary Mazzio, CEO, 50 Eggs, Inc.
