I may be harping on for my own reasons
about truth at the moment (book available NOW) but with trust in government and business
in the UK in decline and well below the global average we need
marketing to deliver truthful communications if we expect any kind
of lasting competitive advantage.
Growing scepticism is clearly visible
in the 2012 Edelman Trustbarometer. On the upside trust in
media information sources has increased, not just in the UK but
worldwide. TV and radio news and traditional broadsheet
newspapers score particularly well.
On the downside in the UK survey:
Trust in government leaders has declined. Trust in company
CEOs has declined. Trust in technical experts in companies
has fallen off a cliff.
In stark contrast trust in "a person
like myself" has shot up (really significantly from 35% to 60% in a
year). This makes the role of positive word of mouth
profound, and word of mouth is best generated by truthful
The other factor to shift is how much
people trust what "regular employees" of a company tell them about
This makes the role of the employer
brand equally profound. At a recent Economist Summit Chris Craft spoke eloquently
about the need to ensure that the advertised brand is represented
in the employer brand for every single member of staff. The
employee should be considered as part of any campaign's target
In 2007 we proclaimed that we were now
in the Age of Dialogue and claimed that what your target market say
about you is as significant as what you tell them through your
Edelman's Trustbarometer proves this
continues to be true.
First published here on Sue Unerman's blog.