Brands face higher expectations and greater challenges than ever before in the #FakeNews era. Consumers now expect CEOs, companies and their brands to put their values on display and be a part of solving society’s biggest issues. At the same time, brands routinely find themselves in overnight reputation crises, driven by anything from customer experience breakdowns, to misguided marketing, to interest groups using brands as levers in their agenda. Veteran marketing leader Peter Horst examines the trends underlying these new reputational challenges and puts forth pragmatic steps leaders can take to protect and enhance the value of their brand as they navigate a polarized and activist marketplace.
“An unusually timely and fresh look at a very complex marketing issue.”
Senior Advisor at the Boston Consulting Group, Former Chairman of American Marketing Association, Former President of Global Marketing and Innovation at Diageo
“Essential for anyone looking to market a product or grow a brand.”
Co-President of Questus, Best-Selling Author of Friction: Passion Brands in the Age of Disruption
“You can’t afford not to read this book.”
CEO of Ferrazzi Greenlight, Best-Selling Author of Never Eat Alone and Who's Got Your Back