Techniques for rising above the ever-loudening din of inauthentic advertising and marketing that has made consumers increasingly sceptical of new and est
Table of Contents
Introduction: Power to the People ix
1 What Have Brands Lost Over the Past 30 Years? Recognize, Remember, Recommend, Relevance 1
2 The Human Touch: Customer, Employee, Client, Shareholder … Just People 7
3 Putting Empathy and Expertise Back into the Equation 31
4 The Battle for Trust in the Digital Age— The More We See, the Less We Believe 53
5 The Importance of Moving from Predicting to Anticipating 77
6 The Six Pillars of Purpose- Driven Experience 99
7 Bringing Technology and People Together in a More Human- Centric Way 131
8 Realizing a New Vision for Building Community and Loyalty 151
9 The Value of Promoting Authenticity, Reputation, and Real Engagement 173
10 Power Sharing and the Human Experience— The Next Wave of Growth 191
Notes 203
Acknowledgments 207
About the Author 209
Index 211
