Make trust a priority

Northern Rock: Virgin target
Northern Rock: Virgin target

Richard Madden hit the nail on the head with his article on brand trust (MW October 20). Banks are, of course, front of mind when we think of issues of trust and it’s great to see Sir Richard Branson announcing that ethics will be at the core of Virgin’s bid for Northern Rock we live in hope that all banks now see the necessity of this.

But every business should have the pursuit of trust at its heart. Unfortunately, we’re not there yet. We frequently see businesses desperate to instigate employee or customer engagement programmes when the going gets tough, and often as a consequence of short-sighted cutbacks.
But a solution that offers a programme operating in isolation is not an effective long-term solution. Companies should be engaging through trust

That culture should be alive and kicking in every touchpoint of the business, both external and internal, because the most fabulous, award-winning piece of advertising is all for nothing if the real-life experience your customers and employees have of the brand is far removed from this.

Julian Pullan, president EMEA,
Jack Morton Worldwide

Recommended

Match delivery mechanism to purpose of staff rewards

Marketing Week

UK Gift Card and Voucher Association director general Andrew Johnson is absolutely right when he states that, for employers, cost savings are the main advantage of rewards delivered via email or mobile (MW 20 October). But it is vital to keep in mind the comment made by New Look head of business solutions Rob Froome […]

Why loyalty schemes have mobile future

Marketing Week

Paul Godwin suggests that the future of loyalty programmes may lie in a universal card that is supported by a large collective of brands (MW last week). While this might free up space in people’s purses, going mobile has to be the logical next step. The Tesco and Nectar loyalty programmes are experimenting with mobile […]

Web comment

Marketing Week

Editor Mark Choueke’s riposte to Guardian columnist George Monbiot’s negative view of the advertising industry written under the banner ’Advertising is a poison that demeans even love and we’re hooked on it’ generated a plethora of responses. Read Mark’s editorial atwww.mwlinks.co.uk/ToGeorgeMonbiot Monbiot’s views are the product of a quasi-Manichean belief that the world of commerce […]

Comments

    Leave a comment