THE POST-TRUTH BUSINESS: HOW TO REBUILD BRAND AUTHENTICITY IN A DISTRUSTING WORLD
Book ID/图书代码： 07682018C00011
English Summary/英文概要： 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.
The Post-Truth Businessprovides a way forward for any organization 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. From the safeguarding of privacy and the impact of fake news in media and society, via ways to create communication with meaning, what we can learn about authenticity from artisans and innovators and guidelines on cultural marketing activity through to one of the most successful advertising campaigns of all time, Sean Pillot de Chenecey explores how business can prevent their brand being eroded by distrust and restore their reputation capital.
The Post-Truth Business shows brands and business how to strengthen their consumer engagement and gain future loyalty. It’s packed with case studies and example of inspiring people and dynamic brands including Patagonia, Harley Davidson, Lego, Vans, Telsa, Beauty Pie, Truth.Org, Sezane, BrewDog and TOMS. These actionable stories will ensure that any company can become a successful post-truth business.
Chinese Summary/中文概要： 品牌是建立在信任基础之上的，但在后真理世界中，当现代生活被不信任所定义时，它们面临着严峻的挑战。品牌和消费者之间重要联结的破裂，以及作为品牌核心支柱的可信度的蒸发，正在全球范围内给企业造成巨大的问题。如果一个品牌被认为是不可信赖的，那么消费者在面临二选一的情况下会选择另一个更具可信度的品牌。
本书为任何希望在不信任的世界中重建品牌可信度的企业提供了前进的道路。本书由消费者洞察力和品牌战略专家撰写，解释了为什么诸多相互关联的问题会给企业带来问题。从保护隐私和假新闻对媒体和社会的影响，通过创造有意义的交流，我们可以从工匠和创新者那里学到关于可信度的内容。作者一直在探索企业如何才能防止自己的品牌被不信任所侵蚀，并恢复他们的声誉资本。
本书论述了品牌和企业如何加强他们的消费者参与度并获得未来的忠诚度。书中收录了众多充满活力的品牌个案研究和案例，包括Patagonia, Harley Davidson, Lego, Vans, Telsa, Beauty Pie, Truth.Org, Sezane, BrewDog和TOMS。这些真实的案例将确保任何公司都能成为一个成功的后真相企业。（LYR）
Awards/获奖情况：
About the Author/作者介绍： Sean Pillot de Chenecey，拥有超过20年的品牌专家经验，他把市场咨询与全球民族志活动和趋势研究结合起来。他的客户包括联合利华、斯沃奇、喜力肯、帝亚吉欧、通用汽车、贝尔斯多夫、AXA、沃达丰、康柏、葛兰素史克和喜达屋公司；他还和许多广告、品牌、设计、媒体和公关公司合作。他是伦敦艺术大学的讲师，为众多行业杂志撰稿。十多年来，他在亚洲、欧洲、非洲、中东和北美洲发表演讲。Sean Pillot de Chenecey has over 20 years experience as a brand expert, combining marketing 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, GlaxoSmithKline and Starwood; and he’s collaborated with numerous advertising, branding, design, media and PR agencies. He is a lecturer at the University of the Arts London, and has written for Dazed, Admap, Brand Strategy, Marketing and Contagious. A public speaker, he’s given speeches for over a decade in Asia, Europe, Africa, the Middle East and North America.
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Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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