| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2018027577 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749482817 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Call number |
658.827 PI PO |
| MAIN ENTRY--PERSONAL NAME |
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| Authors |
Pillot de Chenecey, Sean |
| TITLE STATEMENT |
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| Title |
The post-truth business : |
| Subtitle |
how to rebuild brand authenticity in a distrusting world |
| Statement of responsibility, etc |
Sean Pillot de Chenecey |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
London, United Kingdom : |
| Publisher |
Kogan Page, |
| Date |
c2019. |
| PHYSICAL DESCRIPTION |
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| Extent |
xii, 284 p. ; |
| Size |
22 cm. |
| CONTENTS |
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| Contents |
Introduction: brands are built on trust -- Alternative facts and the war on truth -- Privacy as a human right -- and a tradable asset -- #skipad vs connections with meaning -- Conscious capitalism and brand activism -- Price, provenance and transparency -- Makers, innovators and outsiders -- Reputation capital and national branding -- The marketing of culture -- Truth, lies and advertising -- Summary: the post-truth brand manifesto -- References -- Index. |
| SUMMARY |
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| Summary |
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 the choice is available it will be rejected in favor of one that is. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical Heading |
Brand name products |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical Heading |
Branding (Marketing) |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical Heading |
Advertising |
| MAIN ENTRY--PERSONAL NAME |
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| -- |
25758 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| -- |
9163 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| -- |
25926 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| -- |
669 |