Five steps to online trust for your brand
April 06, 2003 |
The pressure on brands to deliver expected quality has never been so great. We're in an increasingly wary social and economic environment. Suspicion and doubt are rampant.
The war, uncertainty, job losses, a draining economy. All are part of a new business environment, revising itself amid daily uncertainty. Needless to say, the volatility takes its toll on brands.
Brands are about trust. Have I mentioned that before? Let me mention it again. Brands equal trust. Brands are promises, a guarantee of expectation fulfilled. Consumers instantly recognize a host of significances in any given brand. They buy into them as they do into their own beliefs. At least, that’s what happens when you can align your needs with the signals the brand sends you. That’s the challenge for brand-builders.
The pressure on brands to deliver expected quality and performance has never been so great. We’re in an increasingly wary social and economic environment. Suspicion and doubt are rampant. What can you do to create even greater trust in your brand online? Well, here’s my take on it.
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