INTRODUCTION: The Case for Truth
PART ONE: Content
- Acknowledge Reality
- Deliver Real Change to Services & Company Structure
- Take Consumers on the Brand Truth Journey With you
- Enlist Third-Party Advocates
PART TWO: Context
- Be Close
- Find a Truth Turning Point
- Use Point-of-Action Media
- Leverage Routine
EPILOGUE: And Finally, What’s Next?
Every chapter ends with a detailed checklist of actionable ideas that you can apply to your business immediately.