Who do you trust?
When it comes to our purchasing habits, all the advertising in the world isn’t going to sway your decision to buy if you don’t trust the company behind the product. And if that trust hasn’t been built through a brand’s current lineup of products, it certainly will make new product launches a challenge.
And to the point, marketers and salespeople – the folks responsible, one way or another, for convincing you to buy – aren’t necessarily in the best position to be leading the charge. A survey on the topic by HubSpot found that a mere 3 percent of respondents considered marketers trustworthy.
Trust is hard to build, but it’s a critical component of a strong brand, and will make the difference in any company’s ability to bring one hit after another to the market – and sustain market leadership over time.
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