Trust me, I’m a brand.
If only it were that easy! A recent UK survey conducted by Lightspeed Research on behalf of Marketing Magazine has discovered that brands need to do more to build confidence among a suspicious audience.
According to the research, trust is now a bigger issue for brands than it was last year – 14% of those surveyed suggested that they were less trusting of advertising than they were 12 months previously. Whether it’s B2B or B2C, it seems that no brand is safe from the erosion of trust. At the heart of Protean’s Brands by Design philosophy is the argument that the brand is the most important asset a business will ever possess; in this climate it’s more critical than ever to deploy targeted initiatives to keep the faith among customers and prospects alike.
Lightspeed President and Group CEO David Day comments: “As the voice of the consumer grows in power and influence, through the internet in particular, it is those brands that can deliver on their promises and maintain trust that will succeed.”
Read the Marketing Magazine article in full here.
