The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World - Couverture souple

Pillot De Chenecey, Sean

Couverture souple

ISBN 10 : 0749482818 ISBN 13 : 9780749482817

Editeur : Kogan Page, 2018

Synopsis

FINALIST: Business Book Awards 2019 - Embracing Change Category

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 favour of one that is.

The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including:

- The impact of fake news, disinformation and the weaponizing of lies
- The safeguarding of privacy, alongside privacy as a tradable asset
- Why and how brands must create communication with meaning
- The dangers of inauthentic cultural marketing activities
- Examples of conscious capitalism and brand activism
- Lessons in authenticity from artisans and innovators
- National branding and reputation capital
- Leveraging the power of 'brand trust'

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.

A propos du livre

À propos de l'auteur

Sean Pillot de Chenecey has over 20 years experience as a brand expert, combining marketing consultancy with ethnographic activity and trend research around the world. His clients have included Unilever, Swatch, Heineken, Diageo, General Motors, Beiersdorf, AXA, Vodafone, Comptoir des Cotonniers, GlaxoSmithKline and Starwood; and he's collaborated with numerous advertising, branding, design, media and PR agencies. He is a lecturer at the University of the Arts London, and has written for Dazed, Admap, Brand Strategy, Marketing and Contagious. A public speaker, he's given speeches for over a decade in Asia, Europe, Africa, the Middle East and North America.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2018
• Langue: anglais
• ISBN 10: 0749482818
• ISBN 13: 9780749482817
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 304
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible