The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World (Kogan Page Inspire) - Softcover

Pillot De Chenecey, Sean

Softcover

ISBN 10: 0749482818 ISBN 13: 9780749482817

Publisher: Kogan Page, 2018

Synopsis

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 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.

About this title

About the Author

Sean Pillot de Chenecey is a marketing expert, who for over twenty years has combined brand consultancy with ethnographic activity and trend research around the world. His clients have included Unilever, Swatch, Heineken, Diageo, General Motors, Beiersdorf, AXA, Vodafone, Comptoir des Cotonniers, Muller, GlaxoSmithKline, Visa, Granarolo and Starwood; and he's collaborated with numerous advertising, branding, design, media and PR agencies. He is a university lecturer and has written for Admap, Brand Strategy, Contagious, Dazed and Marketing. A public speaker, he's given speeches for over a decade in Asia, Europe, Africa, the Middle East and North America.

Review

"The Post-Truth Business clarifies the context of how mistrust has been building in our lives over time. People are using social platforms to distort the truth and the more we are exposed to the lies around us, the more immune we become to the central idea of what is real - and right. This book goes beyond the standard text on 'fake news' and digs much deeper, giving a more insightful and worldly view that demonstrates the interconnectedness of how consumers are now informed." (Nicole Fall, CEO, Asian Consumer Intelligence)

"Sean provides an incisive view of the troubled cultural and political landscape that modern brands need to navigate. But what makes this book 'mission critical' is the rigorous research, laser insights and the intelligence briefings he has extracted from a broad range of experts. The Post-Truth Business is a field manual for marketers." (Paul Kemp-Robertson, Founder & Chief Brand Officer, Contagious)

"At a time when such tangibles as trust, authenticity, reality and locality are all in the air, it's the perfect timing for a book such as The Post-Truth Business. Deeply researched, it's the perfect atlas for all involved in brand strategy for navigating these very unclear and disruptive times." (David Shah, Publisher & CEO, View Publications)

"At a time when there is so much disruption, trust is more important than ever. The Post-Truth Business provides invaluable insight into how brands can earn trust and play an authentic and meaningful role in consumers' lives. Sean has always had a knack for uncovering human truths and cultural insights, and he delivers again with The Post-Truth Business. It's a must-read and its publication couldn't be more timely." (John Dunleavy, Global President, m:united McCann)

"With the explosion of social media has come a massive challenge for long established and previously respected institutions. Trust in media and politics is being undermined in a way never seen before. Brands are not immune either and yet no-one has really set out to study the impact of our 'post-truth' world until now with this timely, provocative and ultimately hopeful book." (Ian McGarrigle, Chairman, World Retail Congress)

"The Post-Truth Business gives the reader an in-depth understanding of why trust has been eroded in societies and markets, and why there is an increasing sense of frustration in the world. But that isn't the only reason why you should read this book. The Post-Truth Business shows a way forward, how reputation capital can be recreated and why positive brands can be trusted to show us true leadership. That is why you should read it. And when you've finished reading, please send your copy to a politician who will need to read it too! Enjoy the future." (Carsten Beck, Director of Research, Copenhagen Institute for Futures Studies)

"Sean's book shows how and why we are now living in a post-truth world and how this is perhaps not as new a reality as we might think. Through a wonderfully wide set of interviews and examples from around the world, Sean shows a way forward for brands to rethink how they behave in order to regain meaning and trust. The rules have changed, perhaps for good, and The Post-Truth Business is guidebook to help us navigate this new landscape." (Gareth Kay, Co-Founder, Chapter)

"A deep study into the culture of post-truth and what it means for brands. This book is a rigorous read for those who want to better understand the implications of our post-truth era." (Sarah Rabia, Global Director of Cultural Strategy, TBWA\Chiat\Day)

"Everything starts with trust - but how do brands reset their moral compass and gain trust in a post-truth era? Via brilliant storytelling and research, this hugely inspiring and insightful book shares compelling examples of leaders, brands and business models showing the way forward. I believe this is the ultimate handbook for anyone who wants to build reputation capital and future-proof their brand in a post-truth environment." (Anne-Lise Kjaer, Founder, Kjaer Global Futures)

"As fake news continues to dominate our headlines, brands continue to misuse our data, and brand empathy and 'trustworthiness' become ever more important issues, Pillot de Chenecey has written an incisive, no-holds barred account of how business is getting it woefully wrong, and what it now needs to change to rebuild trust with an increasingly sceptical and rightfully dismissive customer..." (Martin Raymond, Co-Founder, The Future Laboratory)

Edition details

• Publisher: Kogan Page
• Publication date: 2018
• ISBN 10: 0749482818
• ISBN 13: 9780749482817
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 304