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Does ‘trust’ really matter for brands?

Summary by Mumbrella
Sneak your way into any CEO, CMO or board member’s brain, and you’re likely to come across two common thoughts and motivations: ‘We want to be the number one trusted ___ brand’ and How can we be more like Liquid Death*? Which, on the surface, feels like an irreconcilable trade-off.  Let’s look at trust first. Edelman measures trust across five key elements including ‘dependability’,’ integrity’, ‘purpose’,‘ability’ and ‘self-alignment’; as per …
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