Fons Van Dyck

BOOK: Marketing in tijden van Trump

Summary

In his new book, Marketing in the Age of Trump, renowned marketing and communications expert and professor of brand strategy (VUB), Fons Van Dyck, describes the storm in which brands operate today: a world of permanent crisis, fear and uncertainty. Brands are at the mercy of social waves, from boycotts to political pressure. In this book, he searches for strategies that will enable brands to take back control and shape the future. By rethinking, innovating, building bridges or learning from the reed, they can once again become the leading object, rather than the object of suffering.

That is the essence of “Marketing in the Age of Trump”: a compass for marketers and business leaders who want to stay on course in stormy times. Because those who learn to bend without breaking today will stand stronger tomorrow.

The book is highly topical and presents 10 practical cases of how leading brands are struggling with the new spirit of the times: from Bud Light to Tesla and Starbucks to KBC and Ikea. The book offers concrete, workable tools for every CEO and CMO who wants to successfully weather the storm.