Rebuilding The Brand
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The Post-Truth Business
Author: Sean Pillot de Chenecey
language: en
Publisher: Kogan Page Publishers
Release Date: 2018-10-03
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.
Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference
Author: Karen Post
language: en
Publisher: McGraw Hill Professional
Release Date: 2011-12-16
Position your company to handle any brand crisis—instantly and effectively Toyota, Tylenol, and Goldman Sachs all made the best of serious brand crises. You can, too, with Brand Turnaround! Brand Turnaround examines a number of brand crises—explaining first what went wrong and then revealing the steps companies took to manage their recovery—all while giving you practical insight and methods you can use to make a positive difference in your brand. You get the tools you need to develop a game plan within eight hours of the incident to prevent the problem from spreading; create a company culture designed to handle situations quickly and effectively; and manage emotions during the toughest days. Karen Post Known by many as The Brand Diva®, Karen Post is an international branding/marketing expert, professional speaker and author. She helps individuals, businesses and nonprofits around the world succeed with powerful, distinct brands.
Brandception: Decoding The Artful Fusion Of Data And Branding
This transformative book delves into the intricacies of understanding and harnessing data to enhance a brand's identity, establishing a solid foundation for success in today's data-driven landscape. The author expertly guides you through the intricacies of modern branding, demystifying the artful fusion required to create impactful marketing strategies. By combining insightful analysis and real-world examples, you'll uncover the power of data in shaping brand perception and consumer behavior. Learn how profound data insights can drive innovation and refine your brand's voice, amplifying your message amidst today's noisy digital landscape. In Brandception, you'll explore cutting-edge techniques and methodologies, such as market segmentation, customer profiling, and behavioral analytics, to gain a deeper understanding of your target audience. Armed with these insights, you can refine your brand's positioning in an ever-evolving market, securing long-term customer loyalty and standing out from the competition. Additionally, the book sheds light on the technical aspects of leveraging data in branding, outlining effective strategies to gather, measure, and analyze data. From social media analytics to website traffic monitoring, you'll discover innovative tools and techniques to collect invaluable data that can drive informed marketing decisions. Embark on a journey of discovery and unlock the secrets of successful branding in the digital age.