We recently wrote in the post below:
“Your Trust is based on the publisher brands you value.”
Because Trust and brands are so linked, including for Media, we wanted to share our takeaways from this CMO (Chief Marketing Officer) article “Why customer trust is more vital to brand survival than it’s ever been” [article applies beyond Australia].
Authenticity is key to trust, so how do [media] brands build this in a world of digital and social upheaval?
“Simply saying a brand is going to do something, without backing it up with actions, is a consumer disaster waiting to happen.”
“It’s about being transparent, doing what is expected and shared values. Key to this is the internal culture of the brand becoming more evident,” she [Qualtrics customer experience subject matter expert and principal consultant, Vicky Katsabaris] says. “The expectation is you deliver to those values with more purpose-driven activities so you are living and breathing the values.
Gaining trust: demonstrate [media] brand clarity of purpose and core values and be transparent with all policies and procedures.
“Board and staff members need to adhere to these ethical standards as, in effect, they are the brand and only they can elicit consumer trust,” he [Director of brand agency Hulsbosch, Jaid Hulsbosch] says.
To do this, a corporation and its brand needs to be determined to demonstrate brand clarity of purpose and core values and be transparent with all policies and procedures”
This confirms our predictions for 2019…
… and confirms the uptrend in trust in media lately.