Speed Read – Tell The Truth: Honesty Is Your Most Powerful Marketing Tool
Sue Unerman & Jonathan Salem Baskin, BenBella Books (2012) (view on Amazon)
With the rise of social media, a brand's image is no longer the solely the creation of marketers but also depends on the conversations and experiences of millions of consumers. In this context, honesty is your most powerful marketing tool, say authors Sue Unerman, chief strategy officer at MediaCom, and Jonathan Salem Baskin, president of marketing decisions consultancy Baskin Associates. Their book is both an argument for telling the truth in marketing communications and a guide to how best to achieve that aim.