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Marketing In The #Fakenews Era: New Rules For A New Reality Of Tribalism, Activism, And Loss of Trust
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About Marketing In The #Fakenews Era: New Rules For A New
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 complex, and the stakes have grown higher when marketingin 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 againstbrands based on their perceived values, beliefs, and biases. They also face grimpotential 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 benefitsand risks of weighing in versus sitting on the sidelines? Is embracing brand purpose goodfor business or wasteful self-indulgence? Can a CEO’s misbehavior in a taxi cabone day bring a PR crisis the next? What happens when the public calls you out ona 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 andtactical guidance on how to prepare yourself for what may lie ahead, because you won’thave time to puzzle it out when you get that dreaded late-night call from PR.
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