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.
eBook - ePub
Truth Be Told
How Authentic Marketing and Communications Wins in the Purposeful Age
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Truth Be Told
How Authentic Marketing and Communications Wins in the Purposeful Age
About this book
Trusted by 375,005 students
Access to over 1.5 million titles for a fair monthly price.
Study more efficiently using our study tools.
Information
Index
3 P’s of sustainability (Profitability, Planet and People) 109
5 P’s of stories (planet, purpose, people, process and product) 160
31st State (case study) 153–54, 160
achievement stories 170
actions, importance of business behaviours and actions 46–47
activate your truth-based strategy (Truth Be Told process) 212–26
activating you 225–26
Define phase 214–15, 217–19
define your purpose 218
Delivery phase 214–15, 220–23
determine the channels to use 223–224
Discover phase 214–16
Distinction phase 214–15, 219–20
find the human truth 217
follow a plan 213–15
human-based truth 220
monitoring and measuring 224–25
Airbnb 160
Aldi 133
Amazon 112, 152
ambiguity see VUCA
ambition stories 160
Andrews, Nick 46
Angelou, Maya 44
apartheid (South Africa) 72
Apple 159, 167
iPhone 118
Archetype 28
Aristotle 147
Arthur Andersen 61
aspirational stories 170
audiences
attributes of a purposeful audience 149–50
case studies 153–55
evolution of thinking about 146–48
how they hear your message 143–46
how to listen to them 152–53
needs and expectations of 150–52
obstacles to staying in step with 172
peripheral audiences 148
principles of purposeful marketing 143
purposeful audience 147–48
purpose-washed marketing mistakes 142–43
transactional audience 148
what you expect to learn from them 153
Aunt Jemima brand 161
authentic purpose 85
authenticity in leaders 130
Authenticity Gap 45
Authenticity Gap methodology 204–05
authenticity of purpose 21–22
B Corps 18, 78, 207
Baduel, Faranza 42
Bagnall, Richard 200
Bailey, Stephanie 204
Balachandran, Girish 28
Balwani, Ramesh 62
Baron, Fabrice 186–87
Barry, Claire 74, 75
Bazalgette, Peter 49–50, 96
BBC 79
BBDO agency 20–21, 46, 67, 115, 139
Be...
Table of contents
- About the authors
- Contributors
- Foreword
- Acknowledgements
- Introduction
- 01 The world: what you need to know
- 02 The truth: what we mean by it
- 03 The why: understanding the context of truth and purpose
- 04 The where: finding truthful purpose in business
- 05 The way: how your culture is key
- 06 The how: audiences and stories
- 07 The what: understanding your channels
- 08 The wow: how to measure success
- 09 Activate NOW
- Index
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn how to download books offline
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.5M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1.5 million books across 990+ topics, we’ve got you covered! Learn about our mission
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more about Read Aloud
Yes! You can use the Perlego app on both iOS and Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Yes, you can access Truth Be Told by John O'Brien,David Gallagher in PDF and/or ePUB format, as well as other popular books in Business & Business Strategy. We have over 1.5 million books available in our catalogue for you to explore.