- Raising the Issues
- The Globalization of Marketing
- Changed Perception of Value
- Trustworthy Brand Value
- Build Trust
- The Collaborative Three-Box Model
- Creating the Metrics
- Plan to Win
- Gaining Alignment: Overcoming the Negatives
- What Can I Do Differently?
- Aligning for Action
- Brand Journalism
- Making The Collaborative Three-Box Model a Reality
We live in a “Disordered World,” as Richard Haass wrote in Foreign Affairs.11 This geopolitical unraveling has several sources, and lack of trust in our global partners and governments is one of them. It is the same for global brands, whether corporate brands or product or service brands. In fact, institutions everywhere are increasingly less trusted year to year. Building trust as a source of organizational wealth is an important driver for enduring, profitable growth. As we show with the new value equation, trust is a value multiplier. As trust increases, so does brand value. If there is no trust, there is no value. Creating Trust Capital allows a company or a brand to generate a trust reserve that helps through crises of brand or corporate character. A trust reserve of Trust Capital builds strong relationships over time.