Transparency is the new currency for brand trust
David Ogilvy coined the following statement: “Great marketing only makes a bad product fail faster.” Meaning: Overpromising cannot make up for underdelivering. Savvy! Smart man. But today, this beautiful statement no longer seems to apply. We are realizing that brands want to improve their products with all their might through automation and AI, even with deep fakes and so-called greenwashing and bluewashing. Today, we can learn more about products and companies than ever before. We can research online. We can read other people's product experiences in communities or on review platforms. But at the same time, there has never been so much misinformation. This unsettles consumers. We are losing trust. We have obviously already lost trust in politics. Trust in brands is also suffering greatly at the moment. This article describes the new currency in marketing: transparency. And how brands can successfully regain the trust and loyalty of their customers.
MarketingKai Bösterling12 minutes
