Marketing Insights: O&M's Seifert discusses brand trust in the post-recession era

Ogilvy & Mather's John Seifert discusses the challenges agencies now face in building brand trust, particularly in the post-recession, "new normal" era.

Marketing Insights: O&M's Seifert discusses brand trust in the post-recession era

John Seifert

Not long ago, at the International Advertising Association's Global Marketing Summit, I spoke about the "new normal" state, where we as marketers and agencies are finding that consumers are highly engaged but often distrustful. As we seek to revitalize brands in a post-recession economy, we must acknowledge that the swift and harsh criticism leveled at iconic companies, brands, and people that were perceived to have contributed to the recession has had a dramatic effect.

The reasons why these players came under siege are diverse, but for...

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