By Lynn B. Upshaw

ISBN-10: 0814400892

ISBN-13: 9780814400890

ISBN-10: 0814473768

ISBN-13: 9780814473764

By way of the best advertising and marketing, it isn't a company's slick package deal or attractive message that would eventually win shoppers. the genuine fact is company's luck lies in its skill to express its integrity. In "Truth", advertising specialist Lynn Upshaw deals a scientific process for development shopper loyalty and extending marketplace percentage. utilizing real-world examples and interesting tales, he indicates businesses how they could capitalize on a brand new form of aggressive virtue in advertising via sincerity and likeability.

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The local recycler of all the furniture companies’ waste products in western Michigan once commented that the difference between Herman Miller and its competitors is that the competitors want something recycled only if it’s profitable to do so. Herman Miller wants everything recycled until it is earth-neutral, regardless of cost. 2 This is a company that markets and sells with practical integrity every day, and once in a while has to prove it. A major new customer prospect came to Practical Integrity Works ⅐ 29 Herman Miller a few years ago and asked for a very large order of furniture to be made with a certain veneer.

But if marketers can establish a pragmatic, systematized approach to managing integrity, it will yield greater respect, credibility, and trust from the customer. That, in turn, should result in stronger revenue streams, strengthened brand loyalty, and a workforce that feels good about what they do for a living. The companies you will read about in Chapter 2 demonstrate that every day. CHAPTER 2 Practical Integrity Works Five Companies with Something to Teach Us All I t’s easy to spot the nonconformists in marketing.

Their products, partnerships with customers, value propositions, brand messaging and marketing promotions are all crafted by their own people—with honesty and transparency. Integrity is part of their DNA. They could no sooner extricate it from the way they market than they could withdraw quality from their products and services. Because of their integrity, they enjoy greater competitive advantage, not less. Practical Integrity Works ⅐ 27 They are each in business to win, but to win in their own way.

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Truth: The New Rules for Marketing in a Skeptical World by Lynn B. Upshaw


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