tag:blogger.com,1999:blog-5735933971178118840.post7208891775879432794..comments2024-03-23T08:41:02.932-07:00Comments on Brand Mix: Who can we trust? Not the usual suspectsMartin Bishophttp://www.blogger.com/profile/01669698154470589105noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-5735933971178118840.post-25201509350234827572009-10-01T16:26:11.385-07:002009-10-01T16:26:11.385-07:00Hi Martin,
Nice post. I would agree that “as comp...Hi Martin,<br /><br />Nice post. I would agree that “as companies try and rebuild trust, they are finding that traditional methods don't work as well as they used to.” Trust is much more than a message, and it takes more than advertising to build brand trust.<br /><br />Thought I’d add to this conversation by providing some metrics around how to build brand trust. In a recent North American study, we managed to uncover six psychological drivers of trust in brands. All six of these drivers are equally correlated with trust and work together like parts of an engine. If a brand wants to build trust - then these six drivers hold the key. <br /><br />Here’s a link to the study: http://nickblackonblack.blogspot.com/2009/09/brand-trust-six-drivers-of-trust.html <br /><br />Regards,<br /><br />Nick Black<br />Vice President - Strategic Insight<br />w: www.concertomarketing.com<br />b: http://nickblackonblack.blogspot.comNick Blackhttps://www.blogger.com/profile/16130886876071782467noreply@blogger.comtag:blogger.com,1999:blog-5735933971178118840.post-45068326075644154052009-09-30T05:03:13.551-07:002009-09-30T05:03:13.551-07:00Very interesting post. A lot of brands (especially...Very interesting post. A lot of brands (especially financial) will have lost trust in the last 18 months.<br /><br />I agree that trust certainly isn't going to come from reassurance or mission statements by CEO's or advertising campaigns. <br /><br />It has to come from the rebuilding of relationships through valuable, rewarding and positive brand experiences. Lots of them over a period of time. Gradually it can be rebuilt.<br /><br />Thanks for provoking some thought!Andy Wrighthttp://brandhabits.netnoreply@blogger.comtag:blogger.com,1999:blog-5735933971178118840.post-9856320443950692192009-09-29T13:15:18.685-07:002009-09-29T13:15:18.685-07:00Vanessa:
Welcome to the blog and thanks for the c...Vanessa:<br /><br />Welcome to the blog and thanks for the clarification! It will be interesting to see how Edelman's Trust Barometer moves in the next few months because I don't see many companies going through the careful process of rebuilding trust that you outline in your comment (and the book)Martin Bishophttps://www.blogger.com/profile/01669698154470589105noreply@blogger.comtag:blogger.com,1999:blog-5735933971178118840.post-48461043940749654382009-09-29T00:45:55.042-07:002009-09-29T00:45:55.042-07:00Hi Martin - thanks for the book review! I just wan...Hi Martin - thanks for the book review! I just wanted to clarify one point you made. Whilst I use a model that describes trust as an egg, I DON'T always subscribe that once trust is broken it can never be repaired. What I DO talk about is how important it is for all of us to be aware of just how fragile trust is, how easily it can break down, and in most cases, once it is broken, that is the end of the relationship.<br /><br />However, trust CAN be rebuilt if, and only if:<br /><br />1. both parties want to rebuild the relationship<br />2. they go right back to the beginning and re-establish their Expectations, Needs and Promises<br />3. they start small and build the trust back up slowly.<br /><br />The egg analogy and the ENP Wall that I use still applies - you simply cannot go back to doing what you were doing and expect the trust to remain intact. You need to rebuild a new wall and place a new trust in those ENPs I talk about throughout the book.<br /><br />Thanks again - VanessaVanessa Hallhttps://www.blogger.com/profile/13062955540271516693noreply@blogger.com