UNLIMITED

Marketing

Trust is a contact sport

Consistency, responsiveness and transparency are often cited as the key ingredients to building trust, as these are able to anticipate specific feeling towards specific experiences. By standardising their practises, brands are able to ensure expectations are met, removing the discomfort of having to deal with hits and misses.

Yet, according to global trust authority Rachel Botsman, “trust is the degree of comfort one feels when dealing with the unknown”. And, once established, trust replaces the need for consistency, responsiveness and transparency. As paradoxical as it may

You’re reading a preview, subscribe to read more.

More from Marketing

Marketing3 min readMotivational
Way Out
If you are reading this, you have made a choice. It is undoubtedly a wise one, but understanding how you came to it is not as easy as first appears. The context is critical and the heuristic process that was used is especially important as it outline
Marketing5 min read
Good Choices, Bad Choices
Milk and sugar? Soy or almond milk? Lift or stairs? By the time we get to the office, we’ve often had to make several choices. Some choices in life are often done on autopilot, some may seem small but turn out to be significant and some are big and d
Marketing2 min read
Case study: The Rock Oyster book
Australia's Oysters Coast is a wholesale supplier to the food industry, and its prime product is oysters. It has relationships with farmers up and down the coast and recently ventured into luxury branding, launching a new arm called Appellation Oyste

Related Books & Audiobooks