demonstrate you are authentic This is the fourth of five thoughts on the subject of ‘trust’. Trust is essential to effective branding, and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with organisations they do not trust. Research […]

demonstrate you are authentic This is the fourth of five thoughts on the subject of ‘trust’. Trust is essential to effective branding, and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with organisations they do not trust. Research in the United States found that 91% of consumers consider authenticity in determining the extent to which they can trust a brand or business. The higher the perceived authenticity, the greater the perception of trust. Authenticity is often gauged by the content published by a brand or business.. A second survey found that 80% view authenticity as critical to them reading and responding positively to content published online. The importance of authenticity is highlighted, time and again, in research into the issue of trust. Consumers do not trust those they view as inauthentic. So how…