Alfred Street (University of Auckland Store)
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The Post-truth Business : How To Rebuild Brand Authenticity In A Distrusting World
Paperback Edition: 1
Brands are built on trust but, in a post-truth world, they're faced with a serious challenge when so much of modern life is defined by mistrust. A shattering of the vital connection between brands and consumers, combined 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. This title provides a way forward for any organisation wishing to rebuild brand authenticity in a distrusting world. Written by a consumer insights and brand strategy expert, the book explains why numerous interconnected issues are causing problems for businesses.
Featured in the September 2018 Business newsletter.
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Pages : 284
Publisher : Kogan Page
Publication date : 2018-10-03
Subjects: Non-fiction, Business / Law