Authentic Marketing : How to Capture Hearts and Minds Through the Power of Purpose

**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.

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.

"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." The rules of engagement for businesses have changed, again. It's no longer enough for companies to have innovative products, stellar services, and a strong balance sheet. To achieve long-term value and capture true stakeholder engagement, companies must embrace a higher purpose-- something intrinsic in their DNA that addresses a pressing societal issue such as climate change, world hunger or improving education or health care. Authentic marketing is a natural by- product of operating with that higher purpose, as companies share compelling narratives about their work and purpose that appeal to the values of their customers. Written by entrepreneur and marketing communications expert Larry Weber, Authentic Marketing provides a new strategic framework that takes business, marketing, and technology strategies out of their dated and ineffective siloes and tightly integrates them around the central concept of corporate purpose. This forward-thinking approach drives companies to the intersection of profit and purpose. At the heart of the book is a blueprint for engaging consumers through authentic marketing centered on purpose. Readers will learn about the power of next generation storytelling, the art of humanizing their brand, and the rising role of earned media. This evolved form of marketing replaces traditional manipulation tactics with a more genuine, transparent approach that addresses what the millennial generation wants. Authentic Marketing also provides insights into creating a purpose-driven culture that attracts, motivates, and retains employees. It explains the role CEOs must play in upholding higher corporate values and serving as the lead purpose champion. Authentic Marketing spells out in simple terms the actions necessary for companies to transform their brands and businesses through purpose--the ultimate key to unlocking the hearts and minds of today's consumers Profit Meets Purpose : Find Your Company's Soul -- The Era Of Social Consciousness : Where Technology Meets Humanity -- A Better Strategy Model For A Better World -- The Evolution Of Marketing : Moving From Manipulation To Authenticity -- Search For Truths To Drive Constituency Mapping -- Humanize Your Brand -- Move Beyond Storytelling To Storydoing -- Use Data-telling To Anchor Objectives And Validate Progress -- Infuse Trusted Voices In Paid, Owned And Earned Media -- Create A Purpose-driven Culture -- Measuring The Legitimacy And Managing The Value Of Purpose -- Make A Plan -- Purpose Is Everything. Larry Weber. Includes Bibliographical References And Index. With a world of options at their fingertips, todays purpose-driven customers want a brand they can identify with and trust. This book 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. -- Edited summary from book