The post-truth business : how to rebuild brand authenticity in a distrusting world
By: Pillot de Chenecey, Sean
Material type: BookPublisher: London, United Kingdom : Kogan Page, c2019.Description: xii, 284 p. ; 22 cm.ISBN: 9780749482817Subject(s): Brand name products | Branding (Marketing) | AdvertisingDDC classification: 658.827 PI POItem type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.827 PI PO (Browse shelf) | Available | Feb2019 | T0061885 |
, Shelving location: Main Collection Close shelf browser
658.827 OL WA On brand / | 658.827 OL WA On brand / | 658.827 PE BE Before the brand : creating the unique DNA of an enduring brand identity / | 658.827 PI PO The post-truth business : | 658.827 PO BR Brand turnaround : how brands gone bad returned to glory--and the seven game changers that made the difference / | 658.827 RO HO How brands grow : | 658.827 RO LO Lovemarks : the future beyond brands / |
Includes bibliographical references and index.
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.
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.