Life revolves around trust. Trust binds friendships together. Trust lets you gets things done at work. Trust defines what you do, try and buy. Brand owners know this and for years have been trying every trick in the book to gain the trust of consumers. The arrival of social media has seen some brands try to buy that trust (or likes, followers, or even Pins) – they are missing the point. You can’t buy people’s trust, you have to earn it.
Fifty years ago, Mad Men gave brands a style that you aspired to. The expression ‘brand promise’ arose to define the trust between a company and consumers. Cigarette firms used doctors to endorse their product. The age of celebrity saw brands jump on the coattails of well-known personalities to share in their reflected trust. Read more »