Building trust and emotional connections: A new success metric

This event report considers the importance of emotional connection between brand and consumer and suggests that the strength of such connections will become a standard measure of success.

Building trust and emotional connections: A new success metric

Michèle WeydertWarc

Consumer decision-making is increasingly influenced by the beliefs and behaviours of companies and brands and how they relate to the wider world beyond the profit motive. Yet success continues to be measured largely in financial terms.

"Is there a role for a more contemporary measure of success?" Tom Adams, global head of strategy at FutureBrand, asked an audience at Impact 2015, a conference organised by the Market Research Society and held in London in March 2015.

Along with Simon Patterson, founder and CEO of QRi Consulting, he...

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