Marketing In The #Fakenews Era: New Rules For A New Reality Of Tribalism, Activism, And Loss of Trust

Marketing In The #Fakenews Era: New Rules For A New Reality Of Tribalism, Activism, And Loss of Trust

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Marketing In The #Fakenews Era: New Rules For A New Reality Of Tribalism, Activism, And Loss of Trust
Managing and protecting a company’s brand is one of the most importantjobs of the chief marketing officer, the chief executive officer, and the board. It used tobe that marketers’ greatest challenge was convincing a consumer to try their productand stick with it―beer, apps, cars, what have you. But the challenges facing brandshave gotten far more […]
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Managing and protecting a company’s brand is one of the most important
jobs of the chief marketing officer, the chief executive officer, and the board. It used to
be that marketers’ greatest challenge was convincing a consumer to try their product
and stick with it―beer, apps, cars, what have you. But the challenges facing brands
have gotten far more complex, and the stakes have grown higher when marketing
in the #FakeNews Era. Leaders must now address a highly polarized marketplace,
in which consumers are energized by their tribal affiliations to take action for or against
brands based on their perceived values, beliefs, and biases. They also face grim
potential consequences―ranging from share loss to job loss―when things go wrong.
Should your brand take social and political stands or keep quiet? What are the benefits
and risks of weighing in versus sitting on the sidelines? Is embracing brand purpose good
for business or wasteful self-indulgence? Can a CEO’s misbehavior in a taxi cab
one day bring a PR crisis the next? What happens when the public calls you out on
a political position you didn’t even mean to take? This book tackles questions like these,
outlining how a company must carefully navigate the waters of the #FakeNews Era,
where moral scrutiny and consumer outrage abound. Here you’ll find strategic and
tactical guidance on how to prepare yourself for what may lie ahead, because you won’t
have time to puzzle it out when you get that dreaded late-night call from PR.

Comments

Anonymous says:

MARKETING in the #FakeNews Era ISBN: 9781599329260, Advantage Media Group, an e-book by Peter HorstThe book opens including a list of acknowledgements of persons “…who spent time with me to offer their wisdom…” and is followed by an Introduction that appealingly begins with “I can’t wait to hear what you learn – just don’t mention me.” The author recounts how, while preparing a speech on how brands increasingly are drawn into social and political “firestorms, #boycotts, and social media…

Anonymous says:

This book is based on the premise:“Keep your friends close, and your enemies closer.” So said Michael Corleone. Or Machiavelli. Or Sun Tzu. There’s some debate on the matter. In any case, the #FakeNews Era corollary is, “Keep your tribes close.” By now, you’ve laid the foundation of articulating your purpose, defined your core values and beliefs, gone deep on understanding your consumers and their values, and identified those tribes that will play a role in your brand’s health and…

Anonymous says:

The author presents this book as a guide for the “broad group of people who are accountable for the ongoing health and vitality of that critical corporate asset: The Brand” and it is. It is a very corporatized view of brand management in the currently charged political and economic landscape. I liked that this book is not presented as a look at CSR (corporate social responsibility) nor as a strategy for trying to walk the fine line to stay on the proverbial fence to not offend any…

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