Marketing In The #Fakenews Era

New Rules For A New Reality Of Tribalism, Activism, And Loss of Trust

By Peter Horst
Published by Advantage Books
Distributed by Simon & Schuster

About The Book

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.

About The Author

Peter Horst

PETER HORST was named by Forbes as one of the World’s Top 50 Most Influential CMOs. He holds over thirty years of leadership experience with companies such as Capital One, Hershey, General Mills, US West (CenturyLink), and TD Ameritrade. Today, Peter leads CMO Inc., a marketing advisory that aids organizations in building compelling brand strategies, inspiring bigger thinking, and executing against a broader brand purpose. Peter is a highly ranked keynote speaker, contributes to Forbes and other publications, and sits on advisory boards for several early stage companies. Peter earned a BA from Harvard and an MBA from Dartmouth’s Tuck School of Business.

Product Details

  • Publisher: Advantage Books (June 18, 2018)
  • Length: 200 pages
  • ISBN13: 9798891884762

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Raves and Reviews

"An unusually timely and fresh look at a very complex marketing issue that is relevant for every CMO and CEO. Marketing in the #FakeNews Era covers the critical origins and context to clearly and simply frame a very complex issue and then offers simple and practical tips you can put to use tomorrow to guide your strategy and tactics." —Rob Malcolm, Senior Advisor at the Boston Consulting Group, Former Chairman of American Marketing Association, Former President of Global Marketing and Innovation at Diageo

"Marketing today is an ever-changing landscape where breaking news and a viral tweet can put even the most respected brands into precarious positions. With his extensive experience managing some of the biggest brands in the world, Peter Horst presents his ideas on how to weather all storms in easily understandable and practical terms. You can't afford not to read this book." —Keith Ferrazzi, CEO of Ferrazzi Greenlight, Best-Selling Author of Never Eat Alone and Who's Got Your Back

"A talented and highly successful marketer, Peter Horst tackles one of the thorniest problems facing business today--how to effectively market and communicate in today's turbulent, uncertain environment. His grasp of the forces involved and how to navigate the numerous speed bumps that can arise should make Marketing in the #FakeNews Era the playbook for anyone responsible for a firm's performance." —Kevin Lane Keller, E.B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College, Author of Strategic Brand Management

"Marketing has never been more complex, powerful, or fun. Both digital technology and social trends have created a complete and total revolution in the marketing industry. Peter Horst is an incredible marketer, leader, and writer. Marketing in the #FakeNews Era provides powerful advice. It is essential for anyone looking to market a product or grow a brand." —Jeff Rosenblum, Co-President of Questus, Best-Selling Author of Friction: Passion Brands in the Age of Disruption

"Horst's on-target observations in this excellent debut speak to urgent, relatively recent issues for marketers... sure to be relevant to executives whose responsibility extends well beyond brand marketing. His advice with regard to responding under fire is smart, pragmatic, and thoughtful. Timely, smart, and stimulating; should provoke a re-evaluation of brand marketing strategy." —Kirkus Reviews

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Marketing In The #Fakenews Era

New Rules For A New Reality Of Tribalism, Activism, And Loss of Trust

By Peter Horst
Published by Advantage Books
Distributed by Simon & Schuster
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