Aretha Franklin used to sing a song about respect, but in corporate America these days it's all about trust. Business Week's cover story and main piece on their web site shows their annual salute to The 100 Best Global Brands. The article is entitled "The Great Trust Offensive." With the 24/7 world in which we live in where consumers are watching every move a company makes - thanks in great part to social media - brands must build trust more than ever. A couple of great quotes from author David Kiley: "trust is at the center of every marketers strategy" and "in the new world of branding, trust is the most perishable of assets." Every brand pictured below is trying to improve their trust scores...are you? I also wonder if we'll see Chief Trust Officers in our future.
