25 – 34% of consumers say they trust most of the brands they buy There is a declining level of trust in brands. This impacts both sales and margins. A 2019 study found that worldwide trust in brands ranged from as low as 25% in Germany to 34% globally and that only 45% of people […]

25 – 34% of consumers say they trust most of the brands they buy There is a declining level of trust in brands. This impacts both sales and margins. A 2019 study found that worldwide trust in brands ranged from as low as 25% in Germany to 34% globally and that only 45% of people would ever regain trust in a brand that had lost their trust, while 40% would stop buying the brand altogether.The optimal value proposition (VP), unique selling proposition (USP), or strategic competitive advantage (SCA) is developed taking into account the needs, wants, and expectations of the primary target market. The optimal VP, USP, or SCA is tangible and able to be demonstrated and substantiated. The optimal VP, USP, or SCA is substantiated by the overall brand messaging. That brand messaging must embrace the VP, USP or SCA and then reinforce them in a way that builds…