Articles by Lynn Upshaw
- “Integrity in Marketing Is Not Optional” (requires log-in/registration) – An article that discusses why marketers who grapple with the usual challenges – competition, accountability, wrangling new technologies –should be more concerned with a far more powerful phenomenon: informed skepticism. We live in a world where buyers are continuously in touch with other buyers and claims are publicly deconstructed. Marketers’ toughest job may be to simply convince buyers that they speak the truth.
- “The Trouble With Food” – An article about the right way and wrong way to market food brands. This article was one of several origins of the book Truth, and appeared in one of India’s leading marketing magazines.
- “Building Business By Building A Masterbrand” – This is a recap of the key points of The Masterbrand Mandate premise, and was published in a UK journal of marketing.
Articles about Lynn Upshaw’s Work
- “Well, Honestly!: Truth in marketing spins in a new direction,” Entrepreneur Magazine. Brief excerpt: “Marketing with integrity, Upshaw says, requires recruiting everyone in the company to adhere to a high level of truth and honesty in all customer interactions. He also prescribes a comprehensive approach to measuring your investment and return on integrity-based marketing. Apparently, virtuous marketing doesn’t come easy. But, as the numerous anecdotes and studies he quotes illustrate, relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. Virtue, it seems, is not the only reward when it comes to marketing.”
- “Dangerous Liaisons“, Human Resource Executive. Brief excerpt (regarding revelations that Chiquita Fruit International had made illegal payments to paramilitary organizations to protect its Colombian employees): According to Lynn Upshaw, author of Truth: The New Roles for Marketing in a Skeptical World, while there may be no crime, such as Chiquita’s pre-9/11 payments, companies must move beyond asking if what they are doing is legal. Instead, they should ask whether what they’re doing is right. “Chiquita stood up,” says Upshaw, “but [it] stood up too late.”
- “Managing for Success: Making Sure There’s Truth in Advertising“, Investors Business Daily. Brief excerpt: “Increasingly, companies are recognizing that “misleading advertising doesn’t pay. (Bad ad practices can be exposed faster) by people who are better informed and have the tool to get this information,” he says. In a span of several minutes, consumers can do a Google search, scrutinize a product, and stop buying it. Upshaw’s antidote to rampant misleading ads that have pervaded campaigns for years is integrating “practical integrity” into how a company markets. He describes practical integrity as a “systematic approach to integrating integrity into marketing.” Once a company decides to market in a more honest and open way, that strategy won’t change even if market conditions change or rivalries heat up.
- “Nothing BUT THE TRUTH“, Go magazine (AirTran Airways), Brief Excerpt: “It’s not easy being a marketing professional these days, with a whole host of challenges making it tougher to reach today’s more savvy and cynical customers. However, in Truth: The New Rules for Marketing in a Skeptical World (AMACOM, $24.95), brand and marketing consultant Lynn Upshaw shows that it is possible to still achieve marketing success. Upshaw’s straightforward strategy revolves around one thing: integrity. Here are some tips from the man himself, also a member of the MBA faculty at UC Berkley’s Hass School of Business.”
- “Sunday Business profile: Kentfield man urges truth in advertising in new book.” Marin Independent Journal. Brief excerpt: “TRUTH in advertising as a marketing rally cry may sound as incongruous as oil on water, but it’s becoming a mantra in today’s consumer environment, says Kentfield marketing consultant Lynn Upshaw. “Marketers need to be more honest and forthright in the way they are persuading customers,” said Upshaw. “Consumers and business-to-business buyers are more informed than ever before.”
- Publishers Weekly, And, in the spirit of full disclosure, we include this less-than-enthusiastic review from PW, with which we humbly disagree: “This refreshing yet flawed call to arms from a veteran business consultant and professor makes the case for integrity. “It is the business in which all marketers must now be engaged,” argues Upshaw. Yet while his argument about the need for integrity in an age of information overload, corporate malfeasance and consumer cynicism rings true, his suggestions for assessing and improving corporate integrity fall flat.”