THE POST-TRUTH BUSINESS on Sale
Description
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.
Additional Information
| Title | Default Title |
|---|
