This year, building trust means building profit
Posted on 22nd February 2024 in Articles of Interest
Posted on 22nd February 2024 in Articles of Interest
By Kim Portrate, ThinkTV
Published AdNews
In the coming 12 months, businesses will have to battle the twin challenges of declining consumer confidence and a lack of trust in the institutions they thought would help them make ends meet. But research shows trust builds profit. Brands need to partner with organisations that help, not hinder, this challenge.
Calling on 20 years of campaign data from the IPA database, Peter Field recently said: “What we see is a massively strengthening relationship between the trust that we build in the brand through our advertising and the profit we generate for that brand in market.”
So before you allocate your media budget this year, ask yourself, can you trust your brand will be safe? And, perhaps more importantly, will your customers trust where it is placed? Get it right and you’ll be on track to build brand trust and profits.
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