Consider this list and the degree of trust you have in these people / organisations:
- Banks
- Government
- Mechanics
- Doctors
- Teachers
- The Police
- Insurance companies
- Social Services
- Supermarkets
- Beauty Products
- TV shows
- Newspapers
I for one do not implicitly trust any of these people, which is a significant and scary change in our civilization over the past twenty years.
Trust me….trust is, and will continue to be, the brand attribute of choice in today’s economy. But there is no quick fix and it cannot be bought. For those trying, expect deeply ingrained suspicion from marketing weary people who have terabytes of information at the click of a mouse.
Honest is unambiguous, so cut all the sales bulls**t, the marketing gimmicks, the clever strap line and the profiteering.