Stephen Denny

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 GoDaddyYou 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.

Marketing expert Stephen Denny argues that any brand can directly challenge the giant of its category and not only survive, but thrive. While it s inconvenient to be the little guy, it can also be a blessing in disguise. Giant-killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make painful but necessary changes. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries from software to cosmetics to aviation for their most powerful techniques. His ten powerful strategies will help readers overcome stale business thinking and bureaucracy in good times or bad. From the hypercompetitive world of social media to high-stakes b-to-b sales to the trenches of retail, Killing Giants is The Art of War for a new era."

Killing Giants unveils practical strategies for overtaking larger competitors in any market, looking at companies like that started out small but quickly dominated by using their opponents' size to their advantage. Baidu has beaten Google at search in China, and the Boston Beer Company took on Budweiser with Sam Adams Boston Lager. Stephen Denny shows how even behemoths like Nike and Coca Cola are susceptible to small, even tiny, competitors, because of their size. Using a range of fresh case studies he explains how, by taking a fresh approach, you can carve out a larger chunk of any marketplace.