The implosion of trust and what to do about it

For the last 17 years, Edelman, a global communications marketing firm, has published it’s Trust Barometer, an annual survey of more than 33,000 respondents from around the world that investigates the state of trust and credibility that exists between individuals and different types of organisations (government, media, business and NGOs). Earlier this month they published […]

Customer engagement and advocacy is undermined by a deficit of care

I was catching up with an old friend the other day and we were talking about the company he works for and the journey they are going through with regards to how they position and differentiate themselves in their market. The company, in question, builds houses for a particular type of customer and geographic market. […]

Why a Trusted Workforce Holds the Key to Profitability

A couple of weeks ago, Ken Myers wrote a guest post called: Want Happy Customers? Cultivate Happy Employees. In the post, he articulates what we can expect when we implement this simple mantra: an engaged workforce, a growing customer base and, crucially, increased productivity. But, how does a company go about empowering its employees and […]

Extreme Trust and why it’s important for your customers and your business – Interview with Martha Rogers and Don Peppers

Following on from my recent interview, The Twelve Absolutes of Leadership: Interview with Gary Burnison, CEO of Korn/Ferry International, today I am privileged to share with you an interview I recently conducted with Martha Rogers and Don Peppers of Peppers and Rogers Group, a management consulting firm, recognized as the world’s leading authority and acknowledged […]

Executives are customers too. So, why the perception gap on what influences brand, reputation and trust?

photo credit: hunter.gatherer A few days ago across at Marketing Pilgrim, Cynthia Boris wrote 70 Percent of Consumers Won’t Buy from a Company They Don’t Like. The source of the statement was from a new report from Weber Shandwick, a global PR agency, called “The Company behind the Brand: In Reputation We Trust.” According to […]

Skepticism is rife and trust is not easily won but your people can help

photo credit: opensourceway Earlier today Edelman, the global PR form, launched the results of it’s 2012 Trust Barometer. According to Edelman: “This year’s survey is bigger than ever before, with 30,000 people questioned in 25 countries. The Barometer reveals the state of Trust in business and institutions.” I’ve written about this survey before in Your […]

Brand extension or extension of trust?

photo credit: birgerking Over the summer, I’ve seen a few things that have got me to thinking about businesses, their brands, relationships with existing and new customers and how they grow their business. The thing that interested me was how smaller or alternative ‘businesses’ are getting into brand extension. And, I found myself asking why? […]

Build authority and trust with your customers by talking about your industry ‘Warts and all’

Have you ever heard the phrase ‘Warts and all’? What it means is: ‘Tell me everything and don’t leave out the less appealing bits’. The origin is attributed to Oliver Cromwell when he was sitting having his portrait painted back in 1660. You can read an account of how the phrase came into origin here. […]

Mistruths are no way to build trust with your customers

Over the course of the last couple of weeks I have seen a Bridgestone advert floating around the TV advertisement space saying that choosing its tyres can save you money. I have searched around the interweb to see if I can find it but to no avail. No matter. The ad focuses on fuel economy […]