Building trust is an essential to all areas of human life and the most effective way to do it is through honest, effective communications channels. But who do you trust to do that? Edelman’s Trust Baromter is probably the most authoritative piece of thought leadership on trust globally.
Andy Wilde, a Senior Director of Smithfield, part of the Edelman offering, will talk about the art of building trust for a brand in clearly communicating what it stands for. It’s values, it track record and it’s leadership in key areas.
You can recognize a brand, interact with a brand, and even genuinely like a brand, but if you don’t trust that brand, you aren’t going to buy from it. It’s that simple. The Edelman Trust Barometer goes on to say ‘Markets such as the U.S., UK, Canada, South Korea and Hong Kong saw trust gains of 12 points or more among the informed public. In 18 markets, there is now a double-digit trust gap between the informed public and the mass population.’
A fascinating insight into the intangible measurements that affect the bottom line for us all.