The post-truth business : how to rebuild brand authenticity in a distrusting world Sean Pillot de Chenecey
Material type: TextPublication details: London, United Kingdom : Kogan Page, c2019.Description: xii, 284 p. ; 22 cmISBN:- 9780749482817
- 658.827 PI PO
Item type | Current library | Call number | Status | Notes | Date due | Barcode | |
---|---|---|---|---|---|---|---|
REGULAR | University of Wollongong in Dubai Main Collection | 658.827 PI PO (Browse shelf(Opens below)) | Available | Feb2019 | T0061885 |
Includes bibliographical references and 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.
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