Trust exercise: how marketers can inspire trust in their brands

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In an age of heightened anxiety and uncertainty, it is prime that we—as marketers—secure our customers’ trust and trust in our brands’ core values
Brands responded to the ongoing COVID-19 crisis in ways that were founded on their unique missions, earning the trust of new followers and maintaining the trust of loyal followers
The fundamental shift in marketing is from words and pictures to experiences
As we move into the next stage of pandemic psychology and emotions, marketers must be attuned to issues of trust

I recently hosted five global marketing leaders for a panel on brand experience and trust. The expert panelists from Heineken USA, Cyient, AIB, Shell, and Danfoss steer brands ranging from loans to lager.

In previous “Future of Branding” installments, I asked each panelist to describe, in one word, the desired customer experience with their brands. This roundtable was no different. These panelists answered with five key words each to … Read More

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