Want to win in 2018? Focus on winning trust
As consumers’ trust in big brands wanes, building up the ‘trust bank’ should be a priority for marketers writes DPR&Co principal and founder, Phil Huzzard.
Creativity and innovation are the twin Holy Grails of our industry. And rightly so. Each has the power to transform performance and brand value. They are two important legs to an effective brand platform. But there’s a third leg without which even the most creative and innovative of platforms won’t stand without.
Trust.
