For brands that want people to trust them, shrugging off those social changes is foolhardy. But can they cut through the noise? Are there any universal principles that help build a solid foundation of trust, leaving a brand less reactive to, say, the whims of Gen Z? Yes, according to Daryl Travis, founder and CEO of brand research and strategy agency Brandtrust. “Trust is created by making and keeping promises,” says Travis, noting that his Chicago-based firm draws on social and behavioral science. For him, brand trust boils down to three elements. The first is connection: This brand is for people like me. Second is consistency—the customer experience and how the brand is living up to its
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