We’ve recently been talking about the importance of trust for a brand. High levels of trust lead to greater loyalty, preference and advocacy. But some brands we have measured have a high trust score, but are failing to attract new users. Why?
In the past, when I worked in the ad biz, we spent a lot of time with clients discussing the functional benefits of a brand versus non-functional attributes. Rational versus emotional. Getting this balance right was essential for great communications.