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Don't Believe the Hype
Book

Don't Believe the Hype

When Trust Is on the Line – An Executive Guide on Keeping Your Brand Resilient in the Era of Digital + AI

Gal Borenstein , 2024 more...

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Editorial Rating

9

getAbstract Rating

  • Innovative
  • Concrete Examples
  • Engaging

Recommendation

The crisis of trust that has infected politics is now penetrating the business world, but you can fight back with clear, credible communications. Author Gal S. Borenstein offers a comprehensive guide to establishing credibility where it is in short supply and where one data breach or public relations gaffe can undermine how your customers and employees judge your organization. While Borenstein’s ideas are meaningful, and his suggestions are useful, his pervasive narrative device of presenting ideas by having fictitious executives discuss them doesn’t always work. Nonetheless, his advice on the trust crisis and the curative importance of clear communication is innovative, practical, and even trustworthy.

Summary

A crisis of trust is damaging companies worldwide.

Misleading news about politics isn’t the only arena in which falsehoods thrive on the internet. By one measure, 4% of online reviews of US businesses are bogus. That means falsehoods influence $790 billion in e-commerce spending. In another example, the employer review site Glassdoor had to remove 5% of its reviews when it discovered they were fake. 

Too often, companies learn the wrong lessons from such reviews. Instead of embracing the truth, they, too, manipulate reviews, fake or real, to boost business. Instead, to fight back against the onslaught of falsehoods, companies need to play both defense — by introducing AI-powered fraud-detection tools — and offense — by using verification systems.

Companies can find online security challenging, and the advent of AI only increases those challenges. AI-powered cyber-attacks target corporate vulnerabilities by seeking backdoor connections, such as through a victim company’s business partnerships. AI also enables phishing and voice fraud attacks.

To ward off such attacks, take these steps.

  • Audit your security ...

About the Author

Marketing and digital branding expert Gal S. Borenstein also wrote Activate! and What Really Counts for CEOs.


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