Join Jonathan Salem Baskin, author of Tell The Truth: Honesty is Your Most Powerful Marketing Tool, and learn how truthful brands yield the competitive advantage.
Truth in advertising has long been something to ignore, if not to intentionally avoid. The role of advertising has been to position and manipulate brands to convince consumers they're imbued with qualities they don't necessarily possess, or presume to tell them which ones matter. It worked when the brand's voice was the only voice, but with the rise of social media that era is over. Marketers have scrambled to fill the chasm by focusing on entertainment, creating funny or engaging campaigns that win awards, but don't always sell products. Consumers determine what's true, and smart companies have realized that every communications medium can and will be used to contribute to those conclusions. Researching over 50 companies, Jonathan has identified the 8 actions that do it. Join us for this free Live Session and learn how.
Jonathan Salem Baskin is a brand and marketing strategist who has been called “a merry iconoclast,” “lucid and cutting,” and “groundbreaking,” among other things both favorable and not. He is the author of five books, including a second edition of Histories of Social Media (https://www.createspace.com/3833789), which was published the same week in April as Tell The Truth. Jonathan is President of Baskin Associates, Inc (http://baskinbrand.com) a marketing decisions consultancy offering products that make brands more reliable, sustainable, and profitable. He possesses 29 years of experience leading marketing for such world-class brands as Apple, Blockbuster, ConAgra, and most other letters in the brand-name alphabet. He is a member of the board of advisors for Social Media Today, one of the world’s leading social media communities, and is a senior fellow emeritus at the Smithsonian’s National Museum of American History. Jonathan lives and works in Chicago, Illinois.