Emotional Branding in the Labyrinth of the Post-Truth


Stefan Sezerliev

Abstract:

Post-truth and emotional branding are constantly criticized, the main argument being the creation of emotional pressure in the decision-making process. This is also cited as a prerequisite for fake news, rumours, political lies etc. Can we get out of this frame and look for new intersections of post-truth and emotional branding? Perhaps this would be a way of humanizing post-truth for the benefit of society and reducing brand populism.

Keywords:

Post-truth Era, brand, emotional branding, brand populism, media, rhetoric, consumers.

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