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A brand represents the relationship between a company and a consumer. And any solid relationship requires trust to allow it to begin, mature and grow. Of course, this is nothing new. Hollow brands or those that over promise and under-deliver are found out and will suffer economic consequences. The difference now is the speed in which this is happening. Social media, technology, proliferation of sources and other factors mean we have more information than ever before. And this brings a certain risk, as T.S. Eliot pointed out when she said, “Where is the knowledge we have lost in information?”
At one point in the last couple of years, blogs were materializing at an incredible rate. Now they have slowed and readers are favoring blogs that are credible and valuable. The same will happen with Twitter. This brings to mind Facebook – how many friends does the average person have? Or more importantly, how many do we actually follow with interest and regularity. The fact is, we humans treasure belonging to different groups but at the end of the day we only really trust a small group of friends and influencers. Why? Because we really know them. We have come to rely on them and they on us. They are authentic, believable, reliable and share our values.
This is certainly supported by recent research by Nielsen based on a survey of 25,000 people online. “Recommendations from people known” is by far the most trusted form of advertising. Decades ago Bill Bernbach said, “Word of mouth is the best medium of all”. True then, truer it seems today.
Jeff Swystun, Chief Communications Officer, DDB WorldwideThis page contains a single entry from the blog posted on July 9, 2009 7:38 PM.
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Comments (7)
Janet Williamson
This reminds me of a study I saw last year where people's trust of friends and family far outweigh institutions like the media, government and religion. When you think about it, it is not realy surprising, however, like you say it is the speed of everything that is overwhelming.
Posted by Janet Williamson | July 11, 2009 1:22 PM
Jeff Swystun
Janet, thanks for your comment. One thing I should point out on the Nielsen research is how anonymous online sources are also trusted. I, myself, love Amazon customer reviews. They truly help guide my book choices.
Posted by Jeff Swystun | July 11, 2009 2:34 PM
Rachel
So true Jeff.
People trust and rely on those that are "authentic, believable, reliable and share our values"...exactly how a brand needs to be inorder to gain trust, loyalty, and an irreplacable place in the consumer's heart.
Posted by Rachel | July 16, 2009 1:01 AM
Gabriel Tournet
This is a great example of how we can be dissuaded from the true fact and that is people wish to be manipulated. At our core we are weak and ineffectual and that is why messages of a political, religious or commercial nature have sway if delivered from a position of authority. The lesson is though we believe ourselves to be in control it is the masses in hysteria that rule.
Posted by Gabriel Tournet | July 25, 2009 3:58 AM
Kathy Furlong
I don't thing I read into this the same way Gabriel did. I take my shopping cues from those closest to me, the ones that are trusted relationships. We just have so much information these days that I appreciate but am overwhelmed with. A trusted source helps me put a purchase in context and hopefully make a good decision. The Nielsen research is interesting and the least believed one, texts on mobile phones, I agree with, it just seems trashy and fly by night regardless of the brand doing the advertising. Also Jeff thanks for your Tweeting, I follow you and am amazed at all the great stuff you share. Many thanks.
Posted by Kathy Furlong | July 26, 2009 1:36 PM
T Bowering
It has been said that this is the Recommendation Generation and that is really what tweeting is all about. We now share more on our own purchase decisions than at any previous time. It has to end somewhere soon because there is just too much information out there.
Posted by T Bowering | July 29, 2009 9:11 PM
Cyril Palmer
I get the whole thing about friends and family but when do they become experts in anything? I am still going to check out a product's advertising, online reviews, and other sources. Just because my mom drives a minivan does not mean that is my next vehicle. And who cares what Ashton tweets on - just because you are influencer in our society does not make you my hero.
Posted by Cyril Palmer | July 30, 2009 6:34 PM