Trust is a Must

Larry Light

McDonald’s had lost customers’ trust, and refocused with a multi-dimensional campaign featuring new healthier products, and allowing border-free creative freedom within a defined communications framework in order to rebuild this.

Trust is a Must

Larry LightMcDonald's Corporation

A powerful brand is more than a trademark; it is a trustmark. For many years, the conventional brand strategic objective was to focus on differentiation, a concept encapsulated in Rosser Reeves famous search for a Unique Selling Proposition, or USP.

USP may have been great for setting you apart from the competition but it did not do much to persuade customers to invest in your brand trust bank. Today, that is a deposit you cannot afford to ignore. For example, recent research from Dentsu in Japan conducted in Japan, Germany and USA,...

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