Unfiltered Marketing : 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World

“An innovative, highly compelling study of how CEOs and managers can effectively plan to achieve customer loyalty and trust.”—Library Journal

Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture.

“Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms.” —Blake Irving, former CEO of GoDaddy

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.

Authors Stephen Denny and Paul Leinberger are principals 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 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 holds a PhD in organizational and social psychology and a masters in urban planning. He lives in Irvine, California.