For brands, fake news is an existential threat
In the wake of the U.S. election and related attacks on brands such as New Balance, much of the public has become aware that there are consequences to living in the “filter bubble” – a place where anything goes in a sharable universe. As a result, Facebook and Google have come under intense scrutiny. One of the consequences of the filter bubble is the success of fake news, an indication not only of a public shift in the traditional rules of discourse, but also in the degree to which truth is now seen as a negotiable concept.