The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World

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.

·  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 vs the search for authenticity

·  Truth, lies and advertising

·  The Post-Truth Brand Manifesto

·  1    Alternative Facts and the War on Truth

·  A government of lies

·  Social media, where ‘everyone has a voice’

·  Alternative facts and fake news

·  The mainstream media vs political partisanship

·  Identity politics

·  System One and System Two

·  Disinformation warfare

·  Social media go to war

·  Facebook or Fakebook? Twitter or Twister?

·  Fighting back re: the war on truth

·  Orwell lives on

·  2    Privacy as a Human Right – and a Tradable Asset

·  Privacy + data = democracy

·  Facebook, Cambridge Analytica and the US presidential election

·  Personalization and customer predictive modelling

·  Hyper-targeted advertising

·  Privacy as collateral damage

·  The tech counter-reaction and General Data Protection Regulation (GDPR)

·  Surveillance capitalism

·  Privacy as a tradable asset aka ‘anonymous data monetization’

·  3    #SkipAd vs Connections with Meaning

·  Trust in brands has been falling for decades

·  #Infosmog and Adtech

·  If no one notices your advertising, everything else is academic

·  Building ‘connections with meaning’

·  Culture vs collateral

·  Weaponizing audiences

·  Brand experiences and brand movements

·  Brand soul

·  4    Conscious Capitalism and Brand Activism

·  Community-based marketing and citizen brands

·  Conscious capitalism vs purpose-washing

·  Researching in the community

·  Corporate social responsibility

·  Brand communities

·  Activism and the media

·  Sustainability and the circular economy

·  Activist brands and conspicuous altruism

·  The triple bottom line and joint value creation

·  5    Price, Provenance and Transparency

·  PWYW: pay what you want

·  Product provenance and brand stories

·  One question: who made this product?

·  Blockchain – the benefits are hard to exaggerate

·  Alexa, buy me something … good

·  We want control of our health

·  Who could you trust more than ‘Doctor You’?

·  And finally …

·  6    Makers, Innovators and Outsiders

·  The human touch in the smart city

·  Shop small and shop local

·  Intentional buying

·  Anarchic branding

·  From ‘normal’ to ‘insane’

·  Brand fans – getting up close and personal

·  7    Reputation Capital and National Branding

·  The wrong history – and which truth?

·  Branding nations – key approaches

·  Cool Britannia: linking with culture

·  Storytelling goes for gold

·  From superhumans to stereotypes

·  Britain is … GREAT

·  Authentic branding

·  Future brand stories

·  8    The Marketing of Culture

·  The marketing of culture and the culture of marketing

·  #Adfail

·  Cultural icons and Parisian chic

·  Alternative culture vs the Burning Man

·  The search for authenticity

·  Brand differentiation

·  9    Truth, Lies and Advertising

·  The death industry and youth marketing

·  After the conquest of cool, the fightback begins …

·  Getting the consumer on your side, via anti-consumerism

·  How a Vietnam Vet made things personal

·  From gesture politics to collective action

·  Truth – the legacy

·  10    Summary: The Post-Truth Brand Manifesto

An aparitie	3 Oct 2018
Autor	Sean Pillot de Chenecey
Dimensiuni	13.8 x 1.5 x 21.5 cm
Editura	Kogan Page
Format	Paperback
ISBN	9780749482817
Limba	Engleza
Nr pag	288