The Post-truth Business

The Post-truth Business, How to Rebuild Brand Authenticity In A Distrusting World, by Sean Pillot de Chenecey, Kogan Page Inspire 2018 

In an era of "fake news," along with the disappearance of newspapers, it's easy to see how brand reputations could get damaged no matter what the root cause is, and rebuilding a name for some organizations is nearly impossible.  But rebuilding authenticity and trust is doable when managed well, although it will be an expensive $$$ up-hill struggle. 

Drawing on case studies from Harley Davidson, IKEA, Everlane, Suntrust and Microsoft, the author shows how companies can embrace truth, transparency and authenticity and emerge as winners in the battle for the hearts and minds of consumers.  He says, "Brands are built on trust, but in a post-truth world they're faced with a serious credibility challenge when so much of modern life is now defined by mistrust."  Do you believe him?  Or could it be that the images and messages we receive via the web, TV, films, and even people, are just that - images - digital, celluloid or even paper.... images....?

Look at the iconic American brand Harley Davidson.  Despite periodic ups and downs, this hundred-year old operation maintains deep consumer loyalty.  The author calls this a brand community.  Over a million members of the Harley Owners Group (HOG) share this obsessive loyalty; with nearly 1500 HOG  chapters around the world, each linked an a Harley dealer, there is a clear path to continued sales through this highway of trust and love for the brand, despite its occasional missteps.  Harley, says the author, represents more than a bike - its a way of life, a culture, a way to make and keep friends. 

"When you have trust, everything is simple.  When you don't, things get complicated."

Because coming back from a lack of trust, and rebuilding a brand is something no sensible organization wants to face, despite what we are learning about social media, the author offers a Brand Manifesto, along with specifics to help stay on the straight and narrow:

1.  Be authentic, engage with  "informed consumers."

2.  Be transparent

3.  Respect privacy - If consumers don't make the rules of e-commerce, who is to know?

4.  Demonstrate empathy - This might be a new challenge for those organiations new to thinking human.  How could we convince all airlines and hospitals, for instance, to demonstrate true empathy? 

5.  Be trustworthy