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The Post-Truth Business PDF
By:Sean Pillot de Chenecey
Published on 2018-10-03 by Kogan Page Publishers

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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.

This Book was ranked at 16 by Google Books for keyword Branding Design.

Book ID of The Post-Truth Business's Books is KrlwDwAAQBAJ, Book which was written bySean Pillot de Cheneceyhave ETAG "fJLndWhUiuw"

Book which was published by Kogan Page Publishers since 2018-10-03 have ISBNs, ISBN 13 Code is 9780749482824 and ISBN 10 Code is 0749482826

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Book which have "304 Pages" is Printed at BOOK under CategoryBusiness and Economics

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