Pillot de Chenecey, Sean <br/><br/>
The post-truth business :  how to rebuild brand authenticity in a distrusting world 
Sean Pillot de Chenecey 
 - London, United Kingdom :  Kogan Page,  c2019. 
 - xii, 284 p. ;  22 cm. 
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<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780749482817 
<br/><br/><label>LCCN: </label>2018027577 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products<br/>Branding (Marketing)<br/>Advertising
<br/><br/><label>Dewey Class. No.: </label>658.827 PI PO