The great brand trust offensive

Last Thursday, the agency Interbrand released their annual Best Global Brands Study. According to Jez Frampton, the Global Chief Executive of Interbrand, their study found “two trends that stand out above others…an increasing requirement for brands 'I can trust', and an exponential shift in social and consumer networking.”

This study, adds to the collection of companies and marketers who are actively exploring the benefits of brand trust. For those with a need to read, below are some recent posts and articles on the topic:

- Business Week: The Great Trust Offensive 

- Corporate Eye: Building Brand Trust

- Marketing Daily: Trust, Familiarity Drive Brand Equity

- Microsoft Advertising: The Issue of Trust for Business and Brands

- On Brands: Tommy Boy Teaches about Trust in Brands

- Research Live: Who do you trust? 

- SearchWarp: How to Build Brand Trust

- What Makes Them Click: Trust Issues

So why all the interest in brand trust? Is trust just another branding buzz word? The answer is no. In fact, according to our recent North American study, brand trust delivers some very tangible business benefits. Below are some examples: 

Figure 1: Brand Trust Study Findings

Based on the findings from our research, I’d have to agree with Jez Frampton. When it comes to building businesses and brands, “it’s all about trust.”