How Aligning With Honesty and Openness Can Preserve Brand Reputations

Embellished reviews, bots and more are leading consumers to doubt brand motives

Was that fake news or an innocent mistake? It's getting a lot harder to distinguish. Getty Images

It’s difficult to think of a time in modern history when the dissonance between the truth and what people want to believe has been so pronounced. By now we’re all familiar with the concept of fake news and alternative facts propagated by the self-interest of politicians, but brands themselves have also been complicit in creating this “truth war” that is in danger of overwhelming society and leaving us doubting everyone and everything.

@leorayman Leo Rayman is CEO of Grey London.
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