The rebirth of advertising to build trust

Robert Duboff

The author contends that the public's perception of the honesty and trustworthiness of big business and advertisers has declined markedly in the last few years.

The Rebirth Of Advertising To Build Trust

Robert DuboffDecision Bowne Quest

A historically implicit attribute must now become an explicit goal of advertising. In the past, an advertised brand was trusted. In fact, branding itself has always had the goal of pridefully asserting ownership or authorship. The very act of advertising a brand was viewed by consumers as a mark of quality, since they assumed that a business would only spend money on expensive marketing if they had confidence in their brand.

This assumption no longer obtains. First, marketers grew lazy. We forgot that brands needed to continually earn...

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