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Tell the Truth – A New Book By Sue Unerman and Jonathan Salem Baskin

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The average Facebook user likes about 8 brands, according to a recent
Advertising Age report. Recognizing this rise in social media interaction and two-way communication between brands and consumers, marketing experts Sue Unerman and Jonathan Salem Baskin suggest that the most essential practice in marketing, both online and offline, is truth.

Unerman, an executive at MediaCom, and Baskin, a branding strategist who has worked with global brands such as Apple, Blockbuster, Limited, and Nissan, show marketers how building an authentic, transparent brand is key to sustainable success in their new book, Tell the Truth: Honesty is Your Most Powerful Marketing Tool (BenBella Books, April 2012).

With research on hundreds of companies and case studies on more than fifty global brands,

Tell the Truth makes a strong case for how truthful marketing, advertising, and public relations yields sales, profits, and sustainable relationships. Endorsed by top marketing gurus Seth Godin and Al Ries, Tell the Truth explains the importance of building your brand with integrity and authenticity, especially in a digital age where consumers have more access to companies than ever.

About the Authors:
Sue Unerman is Chief Strategy Officer of MediaCom. Amid the changing media landscape, she delivers a strategic edge in communications and strategic planning for clients, thereby ensuring MediaCom UK is a step ahead of the competition. Equipped with a history degree from Oxford University, Unerman has experience in planning and buying media at Benton and Bowles, DMB+B, and Geers Gross. The UK-basedCampaign magazine says that Unerman is “widely considered to be one of media’s finest strategic brains, helping to turn MediaCom into a $1 billion agency.”

Jonathan Salem Baskin, President of Baskin Associates, Inc., has worked for the last 28 years to translate branding strategy into something more than images and words for global brand names including Apple, Blockbuster, Limited, and Nissan. He has led agency and corporate teams responsible for all aspects of marketing communications and public affairs. Since 2008, Baskin has written a bi-weekly column on marketing leadership for Advertising Age, and posted twice-weekly on his award-winning blog, Dim Bulb. He is also a frequent public speaker and an often-quoted expert in news stories from sources such as USA Today and Reuters.