Brand trust: Brand relationships in the world of smart technology

Paul Kemp-Robertson
Contagious Communications

In this edited version of his presentation from the Marketing Society 2013 Conference, Paul Kemp-Robertson describes four fascinating trends that flow from emerging technologies and new consumer behaviours. These trends form the basis for exciting brand marketing innovations in the future.

A trust deficit

Every year Edelman, the PR agency, produces a fascinating barometer about trust levels worldwide. Last year's results show that people are increasingly trusting their peers more than anyone else. As the article by Babar Khan Javed in the Q1 2014 issue of Market Leader described, collaborative consumption – the sharing economy – is producing services such as Airbnb, TaskRabbit, Zipcar and RelayRides. These companies, which are all based on peer-to-peer recommendation and ratings, are starting to disrupt and supplant traditional ways of doing business.