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 safeguarding of privacy, alongside privacy as a tradable asset
- Why and how brands must create communication with meaning
- The dangers of inauthentic cultural marketing activities
- Examples of conscious capitalism and brand activism
- Lessons in authenticity from artisans and innovators
- National branding and reputation capital
- Leveraging the power of 'brand trust'
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.
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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 safeguarding of privacy, alongside privacy as a tradable asset
- Why and how brands must create communication with meaning
- The dangers of inauthentic cultural marketing activities
- Examples of conscious capitalism and brand activism
- Lessons in authenticity from artisans and innovators
- National branding and reputation capital
- Leveraging the power of 'brand trust'
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.
The level and content this author covers make it essential reading.
Imprint | Kogan Page |
Country of origin | United Kingdom |
Series | Kogan Page Inspire |
Release date | October 2018 |
Availability | Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available. |
First published | 2019 |
Authors | Sean Pillot de Chenecey |
Dimensions | 216 x 138 x 19mm (L x W x T) |
Format | Paperback - Trade |
Pages | 304 |
ISBN-13 | 978-0-7494-8281-7 |
Barcode | 9780749482817 |
Categories | |
LSN | 0-7494-8281-8 |