Though consumers will show no remorse when it comes to holding companies responsible for unethical or distasteful behavior, they will also proudly advocate and defend the brands that are doing their jobs well. For the past fourteen years, theEdelman Trust Barometer has benchmarked consumer confidence in businesses, media and the government through an annual, global survey of more than 30,000. Respondents are asked to rank brands on how much they trust each institution to do what is right.
Recently, Edelman launched an additionalbrandshare™ survey that seeks to understand the evolving relationship between buyers and brands.
Examining the natural intersection of both studies reveals an important opportunity for businesses to build trust by improving engagement and integrity. But what is trust? Wincko defines trust by the equation “Trust = Reliability + Delight/Self-Interest” as a reminder of the principle’s core components, which are strongly aligned to the findings of the 2014 Edelman Trust Barometer...
Nothing like authenticity to distinguish yourself from your competitors.