The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World Contributor(s): Pillot de Chenecey, Sean (Author) |
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ISBN: 0749482818 ISBN-13: 9780749482817 Publisher: Kogan Page OUR PRICE: $19.79 Product Type: Paperback - Other Formats Published: October 2018 |
Additional Information |
BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Marketing - General - Business & Economics | Interest |
Dewey: 658.827 |
LCCN: 2018027577 |
Series: Kogan Page Inspire |
Physical Information: 0.83" H x 5.5" W x 8.5" (1.05 lbs) 304 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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 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. |
Contributor Bio(s): Pillot de Chenecey, Sean: - 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. |