Every year, I look forward to the findings published by Edelman in their annual Trust Barometer. 2019’s findings paint a picture of a world where the nature of trust has changed profoundly.
We’ve pointed out several times here on Branding Strategy Insider that today’s most successful brands are built from the inside-out. Each powered by a culture that is fully committed to living the brand…and something more.
Media channels used to be tightly controlled mediums accessible only to professionals – leaving brand image entirely up to an organization’s advertising.
“There is a job and then there is a calling. We want to hire people who aren’t just looking for jobs, they’re looking for a calling.” ~ Brian Chesky, Cofounder, Chief Executive Officer, and Head of Community, Airbnb.
Traditionally, brand and marketing stewards are focused on the needs of customers, and for the most part, this still holds true.
