The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World
- 7h 47m 47s
- Sean Pillot de Chenecey
- Kogan Page
- 2019
Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favor of one that is.
The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world.
The Post-Truth Business shows how to strengthen consumer engagement by closing the "brand credibility gap". It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment, and health sectors. Each of them demonstrates a dynamic and positive way forward.
In this Audiobook
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Chapter 1 - Alternative Facts and the War on Truth
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Chapter 2 - Privacy as a Human Right – and a Tradable Asset
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Chapter 3 - #SkipAd vs Connections with Meaning
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Chapter 4 - Conscious Capitalism and Brand Activism
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Chapter 5 - Price, Provenance and Transparency
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Chapter 6 - Makers, Innovators and Outsiders
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Chapter 7 - Reputation Capital and National Branding
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Chapter 8 - The Marketing of Culture
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Chapter 9 - Truth, Lies and Advertising
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Chapter 10 - Summary: The Post-Truth Brand Manifesto
