Archive for October, 2009
The most valuable corporate asset
Tuesday, October 27th, 2009Companies are revamping their marketing and focusing on building credibility, due to increasing numbers of consumers who distrust business (see Edelman’s Trust Barometer 2009, Trust in business at 10-year low).
“The Great Trust Offensive,” 9/28/09 issue of Business Week, describes consumers’ attitude toward companies: “If you aren’t open with me, I won’t trust you.”
Are we trusting too much?
Wednesday, October 14th, 2009The $65 billion Ponzi scheme of Bernie Madoff raises the question of whether we, as humans, trust too much. Roderick M. Kramer, explores this subject in the article, “Rethinking Trust,” featured in the June 2009 issue of Harvard Business Review.
The author offers seven basic rules to trust wisely:
1. Know yourself.
2. Start small.
3. Write an escape [...]
Four Steps to Customer Trust
Monday, October 5th, 2009Corporate Culture, a creative communications consultancy in the U.K., conducted a Customer Trust Index in 2007. There are three headlines to this study, which are just as relevant today:
1. The future of marketing is about belief in business.
2. The most powerful method of communicating with customers is word of mouth.
3. There are four simple steps [...]