The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World
Brands are built on trust, and in a post-truth world, they have a serious problem when so much of modern life is now defined by mistrust. Even the Silicon Valley power brands, who were once seen as the innovative underdogs, have grown into corporate behemoths with a sinister level of influence over our daily lives. The weakening of this vital trust connection between brand and consumer is therefore causing enormous problems for businesses. In addition, something has gone very wrong with a vital element of consumer engagement: authenticity often seems to be evaporating as a core brand pillar. With shining examples of brands and organizations who are getting trust right, as well as an analysis of how others constantly undermine their own brands, The Post-Truth Business illuminates a way forward for those wishing to rebuild brand authenticity in a distrusting world. Consumer insights and brand strategy expert, Sean Pillot de Chenecey , explores how businesses can fight against these key problems of our time; strengthening their consumer engagement and gaining future loyalty as a result. The Post-Truth Business contains actionable examples of national branding strategies, cultural marketing activity, communication development and sustainability initiatives from businesses that include Patagonia, Harley-Davidson, Pepsi, Lego, Vans, Truth.Org, Sezane, BrewDog, Tesla and TOMS. These all go towards illuminating the way to rebuilding consumer trust and gaining stronger consumer connections. Don't let your brand be eroded by distrust and disillusionment: pick up this book and become a successful post-truth business.