The world now produces 403 million terabytes of data every day*, flooding consumers with messages that compete relentlessly for their attention. As people grow increasingly overwhelmed and fatigued, brands face a tougher challenge than ever: in a landscape where content is abundant but meaning is scarce, maintaining an identity that truly resonates is becoming significantly harder. In an AI-driven era witnessing growing scepticism and distrust, marketers have a vital role to play.
New book Authentic Marketing (Kogan Page) reframes what truly drives modern marketing effectiveness: human curiosity, creativity and audience-first thinking.
Written by Visha Kudhail, an award-winning marketing leader who has held roles at global brands such as Pinterest and Google, the book starts by clarifying the vital difference between truth and authenticity – two different but often confused attributes. While the truth is about facts, authenticity is the alignment of behaviour.
Based on her vast experience within the industry, Kudhail provides actionable tools for integrating authentic inspiration and powerful story-telling with data-driven approaches. Grounded in detailed analysis and her own real-world examples, the book shows how to implement global, national and local strategies for both B2B and B2C organisations that optimise performance, foster trust and strengthen long-term consumer loyalty beyond buzzwords and chasing trends.
In an era increasingly led by algorithms, it’s never been more important for brands to be authentic to cut through the noise and really connect with audiences in a truthful and meaningful way. Authentic Marketing celebrates judgement and human conditions. By weaving audience-first thinking with technology to support authenticity, rather than replace it, Kudhail demonstrates how to align the narrative beyond marketing and throughout the wider business, ensuring marketing has a valuable seat in the boardroom and delivers cross-company goals.
Authentic Marketing is grounded in easy to follow models, such as the authentic growth framework, ensuring readers have the tools to develop a marketing strategy that blends data-driven principles with authenticity to build credibility and stronger, more meaningful results. Covering key areas such as strategic use of AI and personalisation at scale, which are vital to organisations today, Kudhail shows readers what authenticity is – and where brands get it wrong, how to develop creative ideas grounded in real human insight, and how to balance data with emotional intelligence.
With its carefully crafted balance of proven strategy, actionable guidance and global real-world insight, Authentic Marketing is a straight-talking practical guide for marketing professionals ready to focus on what really builds a brand in the modern world. With Kudhail’s guidance, readers are equipped to craft campaigns that deliver measurable business impact while staying true to the authentic, human foundations of great marketing.
Authentic Marketing: Combining human thinking and creativity with technology to inspire audiences is available online and in all major retailers from 3rd June 2026 UK / 30th June 2026 USA.
