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7. Rule #5: Rebuild Brand Trust > Openness Is an Opportunity

Openness Is an Opportunity

Truth is not the same as trust. Truth is a fact. Trust is a feeling. To build your brand into a trustmark, you need both truth and trust. To be worthy of a customer’s trust, people need to see the truth not just read about it.

“Without openness, trust is blind.” This was a conclusion from the 2003 Brand Council’s Business Superbrands survey reported in the February 2004 issue of Brand Strategy. The study reported that in the UK managers see openness as a key driver of excellence in brand performance. These managers’ responses were interpreted as saying that openness “lifts the veil of secrecy and ambiguity” allowing the customer to see what is going on, and be a part of it if they so choose.16

16 Business Superbrands survey, Brand Strategy, February 2004; www.superbrands.uk.com; brandstrategy.co.uk; www.accountancyage.com/accountancyage/features/2139749/branding-mark.


  

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