Alan Mitchell’s article (MW March 4) concluded that brand trust was a thing of the past and that advertising such as Ronseal’s “Does exactly what it says on the tin” would no longer be good enough. This is completely wrong.
In fact, in a world where consumers increasingly doubt what they are told, the creation of real trust in the brand will become more important than ever. Consumers are so sick of brands over-promising and companies presenting themselves as well meaning philanthropists that when a brand cuts through all the crap – as Ronseal does – it actually engenders great trust and affection for the brand. Consequently the Ronseal brand continues to increase market share year after year. But this only works because the products deliver what the brand promises. As long as consumers’ experience of Ronseal products matches their expectations, their trust in the brand will grow and the brand should prosper.
The focus of brand trust will only shift away from the product to the people behind the product if the product fails to deliver a promise considered important by consumers. This is the real lesson of the genetically modified food fiasco – products must deliver what is expected by consumers.
Still, it will be interesting to see if Alan’s latest marketing paradigm lasts longer than the other ones.
In the meantime, Ronseal will continue along our apparently outdated road to long-term market success. No offence, Alan.