As brands battle for people’s attention, they no longer control their brand messages nor the ecosystem they exist in. Their worlds are continually shaped by user-generated content, disruption and declining trust. Couple that with growing competition among content creators for people’s attention and the environment is ripe for hyperbole, misinformation and disinformation to thrive.
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In the interview with journalist and author Amanda Ripley, she discusses how in polarized markets, “conflict entrepreneurs” inflame polarity for profit, importance, attention, among other reasons. This breed of influencer thrives on crafting high-conflict narratives in uncontrolled, trust-deficient spaces.
There are plenty of unintentional ways that brands get drawn into conflict or misinformation, but when a conflict entrepreneur gets involved brand messages can spiral out of control. … To arm brands against these unchecked narratives, information and truth are the best defenses to remain resilient, understand the message impacts and manage trust effectively.
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By understanding a brand’s sources of trust and how customers connect to them, companies can be more resilient to disruptions from … conflict entrepreneurs as well as less intentional misinformation.
