- Provides a fascinating exploration of the social and political realities that are shaping brand perceptions around the world, and shows how businesses can deal with the impact of a post-truth world full of fake news and disinformation
- Gives valuable real-life lessons in rebuilding authenticity, via insights from global marketing strategists and a wide range of leading-edge international brand activity
- Explains why any business can be 'tainted by association' and therefore shows how to strengthen brand authenticity in a business climate impacted by fear, uncertainty and doubt
- Gives clear guidance on how to formulate a powerful business strategy and develop a compelling brand story to connect with sceptical consumers living in a disruptive era
- Contains fascinating international case studies including Patagonia, Harley-Davidson, Lego, Vans, Tesla, Beauty Pie, Truth.Org, Sezane, BrewDog and TOMS, to provide valuable real-life lessons in rebuilding authenticity
- Is part of the Inspire series, which offers insightful analyses of the new, VUCA world of business, from digital transformation to the age of artificial intelligence and beyond
The Post-Truth Business
How to Rebuild Brand Authenticity in a Distrusting World
Rebuild brand authenticity and regain consumer trust by following examples of inspiring people, brands and campaigns which demonstrate a positive way forward.
Key features at a glance
EAN: 9780749482817
Edition: 1
Published:
Format: 215x138
304 pages
About the book
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.
About the authors
Sean Pillot de Chenecey is a marketing expert, who for over twenty years has combined brand 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, Muller, GlaxoSmithKline, Visa, Granarolo and Starwood; and he's collaborated with numerous advertising, branding, design, media and PR agencies. He is a university lecturer and has written for Admap, Brand Strategy, Contagious, Dazed and Marketing. A public speaker, he's given speeches for over a decade in Asia, Europe, Africa, the Middle East and North America.
At a time when there is so much disruption, trust is more important than ever. The Post-Truth Business provides invaluable insight into how brands can earn trust and play an authentic and meaningful role in consumers' lives. Sean has always had a knack for uncovering human truths and cultural insights, and he delivers again with The Post-Truth Business. It's a must-read and its publication couldn't be more timely.
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