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The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World
FINALIST - Business Book Awards 2019 - Embracing Change Category
Brands are built on trust, but in a post-truth world they're faced with a serious 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 choice is available it will be rejected in favour of one that is.
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
- 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.
Brands are built on trust, but in a post-truth world they're faced with a serious 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 choice is available it will be rejected in favour of one that is.
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
- 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.
- GenresNonfictionBusiness
304 pages, Paperback
Published October 30, 2018
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Displaying 1 - 4 of 4 reviews
November 26, 2019
I read this book thanks to Blinkist.
The key message in these blinks:
We live in a post-truth world. The institutions that were once trusted sources of truths are now regarded with deep scepticism by citizens and consumers alike. That’s changing the face of advertising. Today, it’s not enough to simply outshout the competition and make exaggerated claims about how great a product is – brands have to establish meaningful connections. Whether it’s using real people in marketing campaigns, creating immersive experiences or leveraging culture, this increasingly means emphasizing authenticity.
What to read next:
The New Rules of Marketing & PR, by David Meerman Scott
As you’ve learned in these blinks, social media plays a central role in the story of the post-truth era. As more and more of our lives have moved online, both politicians and brands have been forced to follow suit. Today, there’s no better way of reaching people and changing their minds than communicating with them via social media.
That, however, can be a challenge for brands used to more traditional approaches. Luckily, there’s help at hand for companies struggling to adapt to this new media landscape. If you’d like to find out how to take your brand to the next level with authentic online content, check out our blinks to The New Rules of Marketing & PR, by David Meerman Scott.
The key message in these blinks:
We live in a post-truth world. The institutions that were once trusted sources of truths are now regarded with deep scepticism by citizens and consumers alike. That’s changing the face of advertising. Today, it’s not enough to simply outshout the competition and make exaggerated claims about how great a product is – brands have to establish meaningful connections. Whether it’s using real people in marketing campaigns, creating immersive experiences or leveraging culture, this increasingly means emphasizing authenticity.
What to read next:
The New Rules of Marketing & PR, by David Meerman Scott
As you’ve learned in these blinks, social media plays a central role in the story of the post-truth era. As more and more of our lives have moved online, both politicians and brands have been forced to follow suit. Today, there’s no better way of reaching people and changing their minds than communicating with them via social media.
That, however, can be a challenge for brands used to more traditional approaches. Luckily, there’s help at hand for companies struggling to adapt to this new media landscape. If you’d like to find out how to take your brand to the next level with authentic online content, check out our blinks to The New Rules of Marketing & PR, by David Meerman Scott.
October 24, 2019
El libro te muestra varios ejemplos de la apertura (o reserva) de diversas compañías y como afecta la forma de comunicarse e interactuar con sus consumidores, usuarios o mercados meta con diversos casos prácticos y ejemplos de lo bueno (y malo) de ello.
El libro se puede resumir en los siguientes puntos principales: Se auténtico, completamente transparente con el manejo de tu información, respeta la privacidad, demuestra empatía y gánate la confianza de los demás. Un documento que precisa ejemplos claros de aciertos y fallas en la comunicación que pueden ser útiles para complementar el conocimiento de personas en áreas de difusión o comunicación de cualquier institución o empresa.
El libro se puede resumir en los siguientes puntos principales: Se auténtico, completamente transparente con el manejo de tu información, respeta la privacidad, demuestra empatía y gánate la confianza de los demás. Un documento que precisa ejemplos claros de aciertos y fallas en la comunicación que pueden ser útiles para complementar el conocimiento de personas en áreas de difusión o comunicación de cualquier institución o empresa.
November 25, 2019
“We live in a post-truth world. The institutions that were once trusted sources of truths are now regarded with deep scepticism by citizens and consumers alike. That’s changing the face of advertising. Today, it’s not enough to simply outshout the competition and make exaggerated claims about how great a product is – brands have to establish meaningful connections. Whether it’s using real people in marketing campaigns, creating immersive experiences or leveraging culture, this increasingly means emphasizing authenticity.”
November 25, 2021
Clearly a thought provoking piece of work!
With ever changing trends, need for Brands to establish connect with their consumers and gain authenticity, Brands are leaving no stone unturned but on the other side consumers too are trading some basic controls over their lives. Sean has not only threw light on this topic but also paved a path for many references to show how important these subtle messages from brands are.
With ever changing trends, need for Brands to establish connect with their consumers and gain authenticity, Brands are leaving no stone unturned but on the other side consumers too are trading some basic controls over their lives. Sean has not only threw light on this topic but also paved a path for many references to show how important these subtle messages from brands are.
Displaying 1 - 4 of 4 reviews