Cheap date wrong way to build trust

I couldn’t agree more with Branwell Johnson’s leader column (MW last week) that brand trust is absolutely critical for today’s premium brands.

However, it strikes me that this is particularly pertinent given the increasingly loud signals being sent out by deals websites such as Groupon, which serve to devalue the customer relationship by encouraging promiscuous consumer behaviour.

Building trust has long been one of the keystones of the content marketing industry and last year we determined that more than three-quarters of brands listed in ‘most trusted’ surveys, including John Lewis, Waitrose, Marks & Spencer, Virgin, Land Rover and BA, all subscribe to content marketing initiatives within their overall marketing strategy.

The most recent Edelman trust barometer reinforces this, showing that consumer trust in media sources is increasing. It is therefore clear that brands that engender trust are those that actively seek to engage, inform and entertain their customers, as opposed to offering a “cheap date” with their brand through discounting.

Julia Hutchison
Chief operating officer
Association of Publishing Agencies


Basket pages let mobile commerce down

Webops Temp

It is all very well retailers spending millions of pounds ensuring consumers are able to navigate their mobile sites, but the minute the customer decides to make a purchase it becomes clear that facilitating mobile commerce for the consumer has not yet permeated to the basket pages. Consumers are typically forced to enter their billing […]

New BlackBerry leader must rediscover the brand’s USP

Webops Temp

Given BlackBerry’s poor performance, the double departure of brand owner Research In Motion’s co-CEOs Mike Lazaridis and Jim Balsillie ( BBCEO) smacks more of a quick dash for the exit rather than what the former describes as “passing the baton”. One of the problems is that the BlackBerry brand has lost its USP. Rival instant […]

Contactless payments need a push

Webops Temp

Tom Gregory from Barclaycard is right in saying that driving awareness is key to increasing take-up of contactless payment (‘Brands get behind push for contactless’, MW 19 January) but it’s not the only factor. More card providers must give their users the opportunity to use contactless payment, and more retailers must accept this payment method, […]