Building trust with Deloitte’s ‘four factors of trust’ model
Brand trust is vital to successful campaigns. It’s hard to build, easy to lose, and even harder to regain once lost. Kmart’s recent $1.3M fine won’t be the end of its woes.
Once a brand is commonly known to do things like ignore requests to unsubscribe, it becomes very difficult to get customers to sign up in the first place.
Alex Colvin, CEO of Pendula, explains how marketers can use Deloitte Four Factors of Trust model to create campaigns that resonate, and build a growing trust dividend with the audience.
Trust is a long game that marketers need to play.
There are some fantastic models out there for us marketers to use when it comes to customer trust. I’m fond of the Deloitte Four Factors of Trust model, which highlights Humanity, Capability, Transparency, and Reliability. These can act as the marketer’s compass in the quest for consumer trust. By checking each marketing move against these four core points, marketers can create campaigns that resonate and build a growing trust dividend with the audience.
