Credibility matters in the market place; how, then, do you promote without (excessive) ‘spin’?
Edelman’s Trust Barometer, now in its 10th year, is an ambitious project, quantifying something as imprecise and shifting as trust. It’s no easy task, and that makes the results of Edelman’s efforts all the more interesting.
The report doesn’t ask whether consumers trust the brand of toothpaste or shampoo they use, it asks whether citizens trust their government and why, and how the public shapes its opinions of industries as well as individual companies. How Edelman has achieved this without a hint of partisanship is really quite amazing.
Trust is transient and tenuous