As accusations of “fake” accelerate and diversify, how should brands build trust today? What are the key signals to consumers that a brand is worth believing in—or even just, believing.
The world seems plagued by a crisis of leadership. Declining trust in government institutions, media, and civic leaders has been a well-documented trend for many years.
A few years ago, we were in a meeting with a consumer goods company talking about the way Trader Joe’s laid out its product displays. The conversation quickly turned into an assault on how inefficient the design was and how it was violating a number of product display rules that the rest of the industry had learned years ago.
Classic business strategy proposes three equally viable ways to create customer value and achieve competitive advantage – operational excellence, product leadership, and customer intimacy.
Every day, brand owners are pitched opportunities to take their brand in a ‘new’ direction or to stay the course—by colleagues, by their agencies, because of the actions of competitors or by delegations of customers or suppliers. It can be, as many a marketing manager has told me, bewildering.
