This made so many good points. I especially love the comments on authenticity. Do you think customers turning away from institutional trust to influencer trust means that there is no way without influencers fo reestablish institutional trust? I think that the current and future trend in brand strategy is to emphasize authenticity (my most recent article talks about this: https://valueengine.substack.com/p/the-brand-of-the-future) and therefore increase trust. Do you see individual trust/influencer trust as the best way to rebuild brand trust?
Brand trust was always a thing. But in the 80s and 90s they could get away with claims that didn't make any sense. Maxell selling tapes with "amazing sound" - those tapes had pretty crappy sound. But it worked. Today everything is verifiable. So claims need to be more honest. But how to make them not boring.
This made so many good points. I especially love the comments on authenticity. Do you think customers turning away from institutional trust to influencer trust means that there is no way without influencers fo reestablish institutional trust? I think that the current and future trend in brand strategy is to emphasize authenticity (my most recent article talks about this: https://valueengine.substack.com/p/the-brand-of-the-future) and therefore increase trust. Do you see individual trust/influencer trust as the best way to rebuild brand trust?
Brand trust was always a thing. But in the 80s and 90s they could get away with claims that didn't make any sense. Maxell selling tapes with "amazing sound" - those tapes had pretty crappy sound. But it worked. Today everything is verifiable. So claims need to be more honest. But how to make them not boring.