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

Giới thiệu The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World

The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World Brands are built on trust but, in a post-truth world, they're faced with a serious challenge when so much of modern life is defined by mistrust. A shattering of the vital connection between brands and consumers, combined 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 Businessprovides a way forward for any organization wishing to rebuild brand authenticity in a distrusting world. Written by a consumer insights and brand strategy expert, the book explains why numerous interconnected issues are causing problems for businesses. From the safeguarding of privacy and the impact of fake news in media and society, via ways to create communication with meaning, what we can learn about authenticity from artisans and innovators and guidelines on cultural marketing activity through to one of the most successful advertising campaigns of all time, Sean Pillot de Chenecey explores how business can prevent their brand being eroded by distrust and restore their reputation capital. The Post-Truth Business shows brands and business how to strengthen their consumer engagement and gain future loyalty. It's packed with case studies and example of inspiring people and dynamic brands including Patagonia, Harley Davidson, Lego, Vans, Telsa, Beauty Pie, Truth.Org, Sezane, BrewDog and TOMS. These actionable stories will ensure that any company can become a successful post-truth business.

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