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.
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When you observe the trajectory of successful organizations, whether Microsoft, Apple or newer upstarts like the Dollar Shave Club and Warby Parker, it’s clear that innovation sets them apart from the competition.
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Take a second to consider the many ways people get their caffeine fix. Some may brew the old-fashioned way — using a coffee pot or a French press to get the job done. Others may use a Keurig.
And no smart coffee shop barista will assume that every person in line wants a black cup of java. Not when there are thousands of possibilities.
And that’s just coffee.
Developing a content strategy also requires that type of consideration for the different experiences customers want from your brand. Customers are increasingly demanding more — highly relevant experiences delivered in a way that shows you understand them.