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The Case For Truth
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Presentation at HotHouse Mobile Breakfast, May, 2012, Sydney, Australia

Presentation at HotHouse Mobile Breakfast, May, 2012, Sydney, Australia

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  • - Congrats to ASC...great 2011\n- Importance to industry and community\n- Global trend toward self-regulation (recent Euro moves on alcohol advertising)\n- Importance of defining & defending the binary distinction between “truth” and “falsehood”\n
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  • - I’m also not talking about facts alone\n- Truth can, in fact, be sexy, funny, inspiring, and memorable\n
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The Case For Truth The Case For Truth Presentation Transcript

  • The Case For TruthJonathan Salem Baskin May 22, 2012
  • engagement conversation dialogue collaboration entertainment education relationship membership viewing clicking sharingpart of an integrated marketing campaign
  • TRUTH
  • price availability accessibility performance reliability durabilitycustomization approval benefits services usability
  • price availability accessibility performance reliability durability customization approval benefits services usabilitypart of an integrated life in the real world
  • TRUTH
  • CONTENT
  • 1. ACKNOWLEDGE REALITY
  • 2. DELIVER REAL CHANGE
  • 3. BUILD TRUTH (JOURNEY)
  • 4. CO-ANNOUNCE
  • CONTEXT
  • 5. BE CLOSE
  • 6. FIND A TRUTH TURNING POINT
  • 7. USE POINT-OF-ACTION MEDIA
  • 8. LEVERAGE ROUTINE
  • TRUTH
  • UNDERSTANDING
  • TheCase ForTruth