Overview

You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing. Drawing on four years of global research, authors Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty. To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values). Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, Adidas, GoDaddy, and others.

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Walter Dixon is a broadcast media veteran of more than twenty years' experience with a background in theater and performing arts and voice work for commercials. After a career in public radio, he is now a full-time narrator with more than fifty audiobooks recorded in genres ranging from religion and politics to children's stories. Brian Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business and culture. He is principal of Altimeter Group, a leading research-based advisory firm in Silicon Valley. He has led strategy development and change management initiatives for Fortune 500 companies and emerging businesses all over the world. His blog, BrianSolis.com, is among the world's leading business strategy and marketing resources. Stephen Denny is a principal in the boutique consultancy Denny + Leinberger Strategy, which focuses on spotting trends that drive business performance and giving clients the tools and insights to act on them so they can achieve real-world financial results. Denny and his business partner, Paul Leinberger, have worked with Fortune 500 brands and global multinationals across a variety of industries, including Microsoft, General Mills, Nestle, Disney, Altria, and Campbell Soup Company. Stephen has an MBA from the Wharton School of the University of Pennsylvania and lives near Denver, Colorado. Paul Leinberger is a principal in the boutique consultancy Denny + Leinberger Strategy, which focuses on spotting trends that drive business performance and giving clients the tools and insights to act on them so they can achieve real-world financial results. Leinberger and his business partner, Stephen Denny, have worked with Fortune 500 brands and global multinationals across a variety of industries, including Microsoft, General Mills, Nestle, Disney, Altria, and Campbell Soup Company. Paul holds a PhD in organizational and social psychology and a master's degree in urban planning. He lives in Irvine, California.

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