Authentic Marketing
How to Capture Hearts and Minds Through the Power of Purpose
Larry Weber
- English
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- Disponibile su iOS e Android
Authentic Marketing
How to Capture Hearts and Minds Through the Power of Purpose
Larry Weber
Informazioni sul libro
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.
Domande frequenti
Informazioni
Part I
Authentic Marketing and the Power of Purpose
CHAPTER 1
Profit Meets Purpose: Find Your Company’s Soul
Society is demanding that companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society. . . . Without a sense of purpose, no company, either public or private, can achieve its full potential. It will ultimately lose the license to operate from stakeholders.1
Laurence Fink, BlackRock CEO
Beyond CSR
What makes Deloitte unique is the belief that we’re really only as good as the good we do. We empower our more than 260,000 people around the network to go out and make an impact that matters for clients, people, and communities. Professionals are asked to share their core skills and experiences to reach the goal of preparing 50 million futures for a world of opportunity. That’s the rallying cry. It’s accessible, available to everyone, and understood around the globe.