Description

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 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 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.