Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose

About the Book

Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose by Larry Weber explores how businesses can build stronger relationships with customers by making purpose and authenticity central to their marketing strategy. The book presents an approach for engaging audiences who increasingly look for brands they can identify with and trust. Rather than treating marketing as a separate business function, Weber connects marketing with business strategy, technology, innovation, employee engagement, and an organization’s broader purpose.

Weber argues for moving beyond conventional promotional approaches toward genuine connections between organizations, employees, customers, and stakeholders. The book explains how a clearly defined moral purpose can shape a company's strategy and communications while helping create more meaningful engagement.

Building Purpose-Driven Brands

The book covers practical concepts including finding an organization's purpose, understanding audiences, humanizing a brand, moving beyond storytelling toward "storydoing," using data to support marketing objectives, incorporating trusted voices across paid and owned channels, and measuring the legitimacy of purpose-driven initiatives.

These ideas make Authentic Marketing relevant to marketers, business leaders, entrepreneurs, and communications professionals looking at brand strategy from a purpose-led perspective.

Who Is It For?

This book is suited to marketing professionals, business owners, entrepreneurs, brand strategists, communications professionals, and students interested in marketing, business strategy, customer engagement, and purpose-driven organizations.

Key Features

Authentic marketing; purpose-driven marketing; brand strategy; customer engagement; business strategy; marketing communications; moral purpose; brand trust; storytelling and storydoing; data-driven marketing; stakeholder engagement; corporate purpose.

Product Details

Author: Larry Weber; Publisher: John Wiley & Sons; Edition: 1st Edition; ISBN: 9781119513759; Format: Hardcover; Pages: 256; Publication Date: 7 January 2019; Language: English; Genre: Business & Economics, Marketing; Subjects: Marketing, Advertising & Promotion, Management.