Why marketers are wrong about mistrust in brands

Most marketers believe the public’s trust in brands has declined markedly over the last 20 years, but long-term data shows that reports of a trust crisis have been greatly exaggerated.

Brand trust is essential to many companies’ success, but if you recall even a few scandals of recent years it becomes difficult to imagine why we trust brands at all.

In the last decade you could have been in a road accident because your supposedly safe and environmentally friendly car suddenly accelerated unintentionally. If you then left a voicemail about the accident on a relative’s phone, a newspaper rep