Truth is dead. How should brands respond?

@chrisdeary | #SMWiCPH17

MISSION CRITICAL DIGITAL

Truth is dead. How should brands respond?




POST-TRUTH

Adjective \ pəʊs(t)ˈtruːθ\ ~ Relating to or denoting circumstances in which objective facts are less influential in

shaping public opinion than appeals to emotion and personal belief.



SOME TRUTHS

@ThisisZone @this_is_zone

zonedigital.com

@chrisdeary

chrisdeary.com

Chris Deary Client Creative Director BIMA agency of the year



Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead. Truth is dead.



How truth died post-truth was created

How and why brands should respond to it

1

2

TODAY



You’re fake news

No, you’re fake news



“If Facebook does not immediately delete the affected report within 24 hours, Facebook will have to pay up to 500,000 euros” Thomas Oppermann Chairman of UK Culture, Chairman of German SPD Parliamentary Group



“SLOGANS SHOULD BE REPEATED UNTIL THE VERY LAST INDIVIDUAL HAS COME TO GRASP THE IDEA.”



“SLOGANS SHOULD BE REPEATED UNTIL THE VERY LAST INDIVIDUAL HAS COME TO GRASP THE IDEA.”

- MEIN KAMPF

* This slide is brought to you in association with Godwin’s Law.



Alternative facts?



Perception management



MAN BITES DOG!

@chris deary | ##SMWiCPH17



The Employment Policies Institute.

National Policy Institute.

New Century Foundation.

Family Research Council.

American College of Pediatricians.



1.6 million

24

0 Number of results for a YouTube search for “9/11 conspiracy”

Hours of the day when the news media is operational

Number of data points on every US citizen enabling Donald Trump to micro target swing voters

Number of stories from non-left-wing news sites served to me by Facebook’s algorithm this morning

5,000

NEWS IN THE DIGITAL ERA



WHEN YOU READ THESE 19 SHOCKING FOOD FACTS, YOU’LL NEVER WANT TO EAT AGAIN

Think this is a normal shed? Just wait until you see what’s inside…

This girl didn’t know what was inside her, until they cut off her pants. Shocking!



#IRANREVOLUTION



DON’T FEED ME



YOU WON’T BELIEVE THESE 7 THINGS BRANDS CAN DO

TO TACKLE POST-TRUTH



1. THINK BEYOND FAKE NEWS



2. STOP ADVERTISING INTO BLACK HOLES



3. STOP CONDONING CRAPPY EDITORIAL VALUES



4. STOP ENABLING THE LIES

#DELETESHOPIFY



5. DON’T FEED THE TROLLS



6. MAKE SOCIAL PURPOSE AN ACTUAL THING



7. UNLEASH THE ROBOTS CAREFULLY



QUESTIONS?

Truth is dead. How should brands respond?

Marketing

Transcript of Truth is dead. How should brands respond?