So says Philip Graves, author of Consumer.ology. Indeed market research identifies that the claim to trust or mistrust a brand is not always backed up by behaviour.
It could easily be seen as a bit of a minefield, which is why I’m looking forward to attending The Global Trust Conference in London later this week. Now in its second year, the event focuses on the impact of trust in transforming businesses through understanding and action.
Sir Bob Geldof features as keynote speaker, alongside a host of renowned experts in their fields including, amongst other, Steven Covey, Michelle Clarke, Roger James Hamilton and Penny Power.
I’m reliably informed that there are a few tickets left, so if you’re interested and would like to find out more then visit the website here. You can also keep an eye on my Twitter account during the day. Click here to follow me, if you aren’t already doing so!