“Is this even true?”

Disinformation is a very real issue facing brands in 2020. Information has never been more quickly or broadly spread with the chance to go viral at everyone’s fingertips — whatever the content.

Today, disinformation can disrupt and distort the conversation between customer and brand, influencing what consumers believe and what they’re willing to buy. How brands decide to respond, from fighting back to promoting the disinformation, will set norms for how others react. Brands today are in a powerful position to put a stake in the ground that may just change the role disinformation plays in our world.

At Summit 2020 we’ll investigate how brands and disinformation shape one another from multiple perspectives: 

• Ezra Englebardt, brand strategy lead for luxury and lifestyle brands at Wayfair
• Renée DiResta, trust and technical research manager at the Stanford Internet Observatory at Stanford University
• James Mickens, Gordon McKay Professor of Computer Science at the Harvard John A. Paulson School of Engineering and Applied Sciences

The event will be moderated by Jill Avery, senior lecturer of marketing at Harvard Business School.