With customers demanding more from companies — transparency, authenticity, ethical practices and legitimate brand promises, marketers must pay closer attention to what it means to build brand trust.
Whether it’s Jeff Bezos (Amazon), Sam Walton (Walmart) or any other founder who managed to build a multi-billion dollar operation, the question will inevitably come up: “What was the secret?” While these entrepreneurs may mention timing, innovation and hard work as the reasons behind their success, they all emphasized the importance of focusing on the customer first..
Brand trust is not a new concept. Organizations, from local businesses to Fortune 500 corporations, have long been attuned to the need to carefully build and manage a brand that earns their customers’ trust.
More than likely, the buyer you were targeting last year already has evolved. Buyer behavior continues to change, largely as a result of technology, research habits, stakeholder profiles and information overload.