The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World (Kogan Page Inspire)
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 [...]
Brand Warfare: 10 Rules for Building a Killer Brand
The BusinessWeek, Wall Street Journal, and New York Times business bestseller. While more than a quarter of its traditional competitors were going out of business, John Hancock, under the direction of marketing wizard David D’Alessandro, transformed itself from a sleepy old life insurer into a leading financial services giant, with a sustained 20% annual rate [...]
Trust Me, I’m Lying: Confessions Of A Media Manipulator
Some product or celebrity zooms from total obscurity to viral sensation. What you don't know is that someone is responsible for all this. Usually, someone like me. I'm a media manipulator.