ASC Annual General Meeting Breakfast Program
This is an archive listing of a past ASC event.
Join ASC for our 2012 AGM Breakfast Program. Jonathan Salem Baskin, co-author of Tell the Truth: Honesty is Your Most Powerful Marketing Tool, will explore how truth telling is at the core of all successful marketing communications, whether via new media or old.
According to Baskin, today’s consumers aren’t looking for conversations with brands as much as about brands. And what they take away from this engagement is far more important than the creative ways marketers deliver messages. Ultimately, consumers determine what is true, and smart companies have realized that every communications medium, especially peer-to-peer online conversations, can and will be used to contribute to their conclusions.
Baskin and his co-author conducted in-depth research on 50 companies to produce case histories about how truthful brands deliver sales, profits, and sustainable relationships. The bottom line is that truthful brands are the most profitable and successful, making truth telling the strategic and creative challenge of the 21st century.
About Jonathan Salem Baskin
Jonathan is a regular columnist on leadership in the CMO Strategy section of Advertising Age, serves on the advisory board of SocialMediaToday.com, and pens his own blog, Dim Bulb. His fourth book, Tell the Truth, co-written with Sue Unerman (WPP MediaCom UK’s lead strategist), is scheduled for April 2012 publication.
We hope you can join us.