Book Report - Truth - New Rules for Marketing in a Skeptical World
Lynn Upshaw brings us yet another tome on the new rules of marketing and advertising. Using contemporary examples, she examines the DNA of marketing in less than traditional methods. Methods designed to reach consumers that overwhelmed by advertising messages.
Much has been written over the last few years regarding word-of-mouth and transparency. The author refers to this as "practical integrity". Are you thinking the same thing I thought when I read that? When is it not practical to have integrity?
Upshaw uses examples from 5 companies, most of which I am pretty tired of hearing about in business books; Herman Miller, Patagonia, Infosys, Trader Joes and Kiehl's. There is no doubt that each of these companies have done a great job of marketing creatively. I just find the basis to much of what the author writes to seem somewhat disingenuous. Companies are created first for the purpose of making a profit. The feel good community stuff is a worthwhile endeavor and I believe in it, but those that communicate a purpose for business existence that has less to do with profit than anything else are just full of it.
I like the idea of "Integrity as part of DNA". Shouldn't it be there without the need to write in every other business book about it? To append it with word practical just cracks me up. Just look at some of the chapter titles for a better idea, "My Product My Self", "Win the Credibility Race", (yes its a race to some), "Promote Honestly, Not Just Legally".
The author starts one part of the book with "Values over Profits". How about "profit doesn't endure without values"?. The "Infosys ethos" of "when in doubt, disclose" just adds more to the creepy feeling I get when I read books that espouse truth and transparency as something to employed as a strategy. It's a part of the human code, it runs through every reasoning human as a means of interaction with another. Sure, we need reminders from time to time that profit at the expense of others and the environment is wrong, but do we need another book that examines it as a marketing tool? I think not. Honest companies do win. Honest companies also realize truth, transparency and honesty are not something that can be defined as merely "practical", as if at some point in the future it may become "impractical".
The consuming populace may be distracted and overwhelmed by marketing messages, however, they need not be reminded how important the truth is. "Linking it (the truth) right to the bottom line" as one glowing reviewer of the book did, should have been a warning sign of things to come in the book. An interesting twitter message just came up as I was wrapping up this post. LindaDavis asked:"hmmm Can charisma really be faked?" I guess if you're going to make it part of a marketing strategy, maybe it can :) I'll have to go back and see what prompted that most interesting "tweet".
Previous Book Reports:
Much has been written over the last few years regarding word-of-mouth and transparency. The author refers to this as "practical integrity". Are you thinking the same thing I thought when I read that? When is it not practical to have integrity?
Upshaw uses examples from 5 companies, most of which I am pretty tired of hearing about in business books; Herman Miller, Patagonia, Infosys, Trader Joes and Kiehl's. There is no doubt that each of these companies have done a great job of marketing creatively. I just find the basis to much of what the author writes to seem somewhat disingenuous. Companies are created first for the purpose of making a profit. The feel good community stuff is a worthwhile endeavor and I believe in it, but those that communicate a purpose for business existence that has less to do with profit than anything else are just full of it.
I like the idea of "Integrity as part of DNA". Shouldn't it be there without the need to write in every other business book about it? To append it with word practical just cracks me up. Just look at some of the chapter titles for a better idea, "My Product My Self", "Win the Credibility Race", (yes its a race to some), "Promote Honestly, Not Just Legally".
The author starts one part of the book with "Values over Profits". How about "profit doesn't endure without values"?. The "Infosys ethos" of "when in doubt, disclose" just adds more to the creepy feeling I get when I read books that espouse truth and transparency as something to employed as a strategy. It's a part of the human code, it runs through every reasoning human as a means of interaction with another. Sure, we need reminders from time to time that profit at the expense of others and the environment is wrong, but do we need another book that examines it as a marketing tool? I think not. Honest companies do win. Honest companies also realize truth, transparency and honesty are not something that can be defined as merely "practical", as if at some point in the future it may become "impractical".
The consuming populace may be distracted and overwhelmed by marketing messages, however, they need not be reminded how important the truth is. "Linking it (the truth) right to the bottom line" as one glowing reviewer of the book did, should have been a warning sign of things to come in the book. An interesting twitter message just came up as I was wrapping up this post. LindaDavis asked:"hmmm Can charisma really be faked?" I guess if you're going to make it part of a marketing strategy, maybe it can :) I'll have to go back and see what prompted that most interesting "tweet".
Previous Book Reports:
Movies in The Mind
Be Unreasonable
Citizen Marketers
The Power of Place
The Long Tail
An Army of Davids
Mavericks At Work
Waiting For Your Cat to Bark?
Be Unreasonable
Citizen Marketers
The Power of Place
The Long Tail
An Army of Davids
Mavericks At Work
Waiting For Your Cat to Bark?
Labels: book report, marketing
posted by Michael Price at 1:47 PM
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