Brand management in the era of fake news: narrative response as a strategy to insulate brand value

Abstract

PurposeBrand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved.Design/methodsThis conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature.FindingsThis paper highlights authenticity and emotional engagement as keys to effective storytelling.Practical implicationsCurrent managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail.Originality/valueThis paper provides insight into brand management strategies in the era of fake news.