Trust in business may have stabilized, but it is different and conditional, premised on what a company does and how it communicates.
In this transformation, there are new expectations for corporations and leaders – as well as a new architecture for earning TRUST.
It supplants the “fortress framework” in which corporations have customarily protected their brands, controlled information, and given short shrift to partners, aiming to maximize returns solely for shareholders. The new model, a TRUST triangle is based on the expectation for companies to act:
1. Collaborative to benefit society – not only shareholders
2. Be transparent about their operations and profit engines
3. Engage using a range of spokespeople and all forms of media: mainstream, new, social and owned.
Business has the opportunity to build an enduring foundation of TRUST by asking its leaders to commit to a strategy that brings value to both investors and society.
Developed markets are more distrustful of media. Data suggests that companies cannot simply be present with their messages, but must be omnipresent through an approach that encompasses mainstream, new, social, and owned media. Repetition enhances credibility.
- trust
- likeability
- credibility
- success (business, social, personal)
The Leading Injectable Centers of the World® Trust and Quality in Beauty
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