Who can I trust?

This article argues that trust is the key to getting consumers to choose a brand. Consumers have always been driven by a search for trust, and to achieve this, the product itself must be worthy of trust; without that quality, merely generating PR or word-of-mouth will not suffice.

Who can I trust?

Martin Lee

Everywhere you look in marketing literature these days, people seem gripped by subjects such as word of mouth, advocacy, influencers, social networking, herd decisions, Web 2.0, and so on, all in the cause of getting a very contemporary fix on consumer decision-making. It seems self-evident that the landscape of making decisions has radically shifted.

Amidst all this apparently unarguable flux, I am left wondering, paradoxically, whether anything has changed at all. For sure, the internet has become a great enabler, and it has opened up opportunities for sourcing information and opinion from other consumers,...

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