Setting the stage -- Why authenticity -- What authenticity requires -- Fixing an inauthentic brand -- Breaking bad habits, building better ones -- Select profiles in authenticity -- Profiles that show the perils of insincerity -- Using media authentically -- Assessment tools -- Closing thoughts
Summary
"This book shows you how to align your advertising and marketing efforts with the purpose of your company's brand"-- Provided by publisher
Bibliography
Includes bibliographical references and index
Notes
Description based on online resource; title from digital title page (viewed on January 17, 2020)
