The Case For Truth

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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

    1. 1. The Case For TruthJonathan Salem Baskin May 22, 2012
    2. 2. engagement conversation dialogue collaboration entertainment education relationship membership viewing clicking sharingpart of an integrated marketing campaign
    3. 3. TRUTH
    4. 4. price availability accessibility performance reliability durabilitycustomization approval benefits services usability
    5. 5. price availability accessibility performance reliability durability customization approval benefits services usabilitypart of an integrated life in the real world
    6. 6. TRUTH
    7. 7. CONTENT
    8. 8. 1. ACKNOWLEDGE REALITY
    9. 9. 2. DELIVER REAL CHANGE
    10. 10. 3. BUILD TRUTH (JOURNEY)
    11. 11. 4. CO-ANNOUNCE
    12. 12. CONTEXT
    13. 13. 5. BE CLOSE
    14. 14. 6. FIND A TRUTH TURNING POINT
    15. 15. 7. USE POINT-OF-ACTION MEDIA
    16. 16. 8. LEVERAGE ROUTINE
    17. 17. TRUTH
    18. 18. UNDERSTANDING
    19. 19. TheCase ForTruth

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