Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition

18. Rule 5: Rebuild Brand Trust

Trust is becoming a precious asset for institutions and brands. Trust in institutions—governments, universities, religions, and businesses—as well as trust in experts and celebrities—is declining at a steady rate. Institutions everywhere become less trusted year to year. Trust in brands is declining as well. A report cited in The Economist indicates that in “North America, consumers say they trust only about a fifth of brands.” For Europeans, it is nearly one-third of consumers. “About one-half of American shoppers say they trust small companies to do the right thing, compared with just 36% who say the same of large companies.”¹

Building trust as a source of organizational wealth is an important driver for enduring, ...