37% of consumers trust business A number of surveys conducted over the last two years have pointed to the declining trust in business and businesspeople. One study found that only 37% of consumers trust business. Further, another study found that only 47% of people trust advertising messages. In this environment, it makes no sense whatsoever […]

37% of consumers trust business A number of surveys conducted over the last two years have pointed to the declining trust in business and businesspeople. One study found that only 37% of consumers trust business. Further, another study found that only 47% of people trust advertising messages. In this environment, it makes no sense whatsoever for advertisers to make big, bold statements about how good a business or brand is without providing substantiation. Substantiation, in turn, requires that the point of difference be tangible – or measurable.The ideal value proposition and unique selling proposition are both tangible and open to substantiation. The ideal value proposition and unique proposition are tangibly demonstrated in advertising.While at the farm recently, and without knowing what had possessed me, I watched something ion commercial television. Consequently, I watched some of the advertising that is becoming increasingly dominant on commercial television. There are more and more…