|
|
|
|
|
|
|
The Trust Issue In Marketing
One of the prime motivating factors in the purchase decision making process is "trust". A consumer will at some point for however long or short of a time, ask the question, "Can I trust this company/person/product?"
In today's ever-changing world of marketing, electronic media, email, and advertising innovations and intrusions, companies, and businesses are marketing to an ever increasingly suspicious consumer, who is conflicted between their desire not to be "sold" to and their desire to consume. They are looking for ways to establish believability, credibility, and trust.
According to a paper by the Peppers and Rogers Group (2004), 36% of major U.S. corporations view privacy as an important part of the company's brand image.
It is my belief based on consumer thinking that one way to develop a competitive edge in the marketing world is to place greater emphasis on tying privacy policy to brand. This strategy places a direct link between trust and purchase while developing the beginnings of long-term relationship.
I suggest highlighting your privacy policy in all your marketing in a way that makes privacy, trust, and your brand synonymous. Let the consumer know that here is a business that will respect your privacy. Let them know that your communication with them will be relevant to their consumer needs. And you can let them know that information they share with your business will be used to better meet their needs and will not, knowingly be used against them, sold, or given to third parties.
It might even be smart to develop a short marketing campaign that focuses on your commitment to your customer's privacy, instead of simply stating that you have a privacy policy or stating your policy in unreadable font at the bottom of your literature.
About 50 % of consumers today have little more knowledge than brand or product recognition and have little desire to acquire extra information about a brand or product, so it behooves the marketing community to link recognition of their brand to trust, safety, and advocacy. Instead of selling to consumers, target your marketing to help them believe that you are making them safer and more secure by purchasing your brand and then back it up!
copyright 2004
Darrin Coe holds a masters degree in professional psychology specializing in consumer thinking. He publishes The Darrin Coe Ezine. You can subscribe at http://www.consumer-thinking.com/dcezine.html.
Visit Consumer Thinking.com at http://www.consumer-thinking.com.
Advertisement: Honest Riches - Click Here!
Advertisement: Lost AdWords - Click Here!
Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!
Advertisement: Who Loves Money? - Click Here!
Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!
MarketWatch - 7 hours ago
This single consumer decision shows the power of a master brand in boosting marketing return on investment (ROI), according to Roy Levitt, a Principal with ...
Billboard Business News, NY - 1 hour ago
By Kamau High, NY - Twin sister duo Nina Sky will star in a print, TV and online ad campaign for their line of shoes for Fila. ...
MarketWatch - Dec 1, 2008
"We are very excited that Genius has selected Vertical Branding to market these products in the United States," said Vertical Branding CEO Nancy Duitch. ...
Business Wire (press release), CA - 9 hours ago
We felt, however, that IT and branding are much more closely aligned than most people realize. The IT infrastructure, corporate website, and look and feel ...
dBusinessNews Charlotte (press release), NC - 2 hours ago
WINGATE, NC – Wingate University has hired Rella:Cowan, a strategic marketing and advertising firm, to help the university hone its brand and market itself ...
Rutland Herald, VT - 14 hours ago
... and a town/mountain partnership. There will also be a discussion of what branding means, community expectations and a timeline for initiating events.
AdAge.com (subscription) - 8 minutes ago
For all that money, you might think the US automobile industry would have done a lot of brand building. Take a recent 12-page Saturn insert with the ...
New Straits Times, Malaysia - 22 hours ago
DUBBED the "Davos of Branding", the Global Brand Forum (GBF) comes to Kuala Lumpur on Thursday and Friday at the Palace of the Golden Horses in Kuala Lumpur ...
Crain's Manchester Business, UK - 2 hours ago
Acrobat has designed the brand identity, logo and packaging for the series of nine limited edition pieces, which are aimed primarily at collectors. ...
Bizjournals.com, NC - Nov 28, 2008
Public broadcaster WHYY in Philadelphia has promoted Art Ellis to executive director of communications and brand management, putting him in charge of ...
Brand Boring or Brand Buzz?
I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It... Read More
Naming Names... How to Name your Business
Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with "Slice... Read More
Don?t Overlook Your Email When Considering Your Brand Identity
You wouldn't skip letterhead when sending out a sales letter - Or would you?How many emails do you send each day? If you are anything like me,... Read More
Clouds Gather Before A Storm: Utilizing The Power Of Brand
How brand management can help utility organisations to create a 'difference'.Ever thought why are many consumers willing to pay more for a trusted name brand instead of... Read More
Santa - The Brand
Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best,... Read More
Counterfeit Branding - Representing True Globalisation!
From cigarettes to fashion accessories to food products to medicines, more than 50% of the global market are filled with counterfeited products. Do you realise that the... Read More
Play it Again Sam
The marketing director for one of my longtime clients used to complain "does it have to be purple again?" What she and many others don't realize is... Read More
Business Case Study Automotive Detailing Franchise Company
How do automotive detailing companies start? What makes them work and how do they grow? How do they choose which services they will offer? This is an... Read More
Branding: Bring Back the Jingle!
Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your... Read More
Hawaiian Heirloom Jewelry
Back to the era of the Hawaiian monarchy, the origin of Hawaiian heirloom jewelry can be found. The Hawaiian kingdom had long enjoyed a favorable relationship with... Read More
Boston Brand Building - Brand Identity Guru
"Make no little plans, they have no magic to stir your blood... MAKE BIG PLANS. Aim high in hope and work." So wrote Daniel H. Burnham in... Read More
Setting the Right Price
One of the ways people get to know you is by the identity you project. Your company name, the way you present yourself, your business card and... Read More
Branding ? Brand Identity Guru
Brands are important aspects of any business, but unlike money or bricks, mortar and paperclips, a brand is an intangible aspect of business. It lives in people's... Read More
Why Should I do Business With You?
It's the question that is on the minds of all our customers regardless of what products or services we are offering. Potential customers want to know what... Read More
Brand Strategy - Brand Value - Brand Identity Guru
Developing brand strategy is extremely critical. The most important asset your company has is its brand. Quite simply, for better or worse, it drives the direction of... Read More
Choosing The Right Business Name
Sometimes, new entrepreneurs are in such a rush to get started at their businesses that they jump right into working with customers without giving much thought to... Read More
Branding Junk Removal - He Did It, Can You?
What does it mean to be remarkable?Brian Scudamore, CEO and Founder of 1-800-GOT-JUNK?, who in 1996 was operating the million dollar plus company at the age of... Read More
Understand Brand
Branding has been defined, explained and examined extensively. There are books, articles, publications, seminars, and groups all dedicated to exploring the meaning and use of brand today.Interestingly,... Read More
Branding: All My Exs Live In...
...my senses. I know, you were thinking 'Texas'. Well, if they do live in Texas, then it's a good thing that I live in Virginia (dodged that... Read More
Business Image
One of the most important things in a business is a clean image. I started a small business when I was twelve years old and built it... Read More
Brand Components
Your brand is the culmination of everything about you and your business. It is how people come to know you. It is your business name, logo design... Read More
Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots
Try to avoid backing up whenever possible. Occasionally some one in a small car will park directly behind you at a gas station or stop sign. They... Read More
John Deere and NASCAR; Excellent Use of Brand
We should all recognize the marketing efforts of John Deere especially as we have spoken before with regards to their TOYS. They have a complete line of... Read More
Brand Your Name!
Have you ever thought about branding your name? Does the idea sound too egotistical for you or does it make good business sense? Let's examine personal name... Read More
Notable News - The Branding Myth
How many times have you heard of seen advertising for a graphic design company that states that they do branding?If you think branding is a logo, letterhead,... Read More
Living Your Brand on the Web - Part 1
OK, so you took the plunge and purchased your internet domain. Good for you! Now what? According to Google.com there are about 8,058,044,651 current web pages. That's... Read More
Build Customer Loyalty by Promoting Your Customers
Do you want to attract new customers while building greater loyalty among your current customers? Include your customers in your marketing and promotions. By creating greater awareness... Read More
Why Should I do Business With You?
It's the question that is on the minds of all our customers regardless of what products or services we are offering. Potential customers want to know what... Read More
A Successful Failure
A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote.Recently I was making a... Read More
Blonds Have More Fun!
In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the life of the greatest fighter pilot to ever fly, Germany's Erich Hartmann.... Read More
A good logo vs. a FABULOUS logo
If you had a choice, which one would you choose, a good logo or a fabulous logo? Think about it for a second here, although I know... Read More
Logo Design Tips
Logos can be described as visual icons that provide a unique identification element to a business or product. Logos provide quick visual recognition of a Company which... Read More
Effective Branding...Whats in a Name!
Ask any marketing executive and they will tell you that a company's name is golden. There are certain associations that people have with a name, one that... Read More
Living Your Brand on the Web - Part 2
Now that everyone has conformed to Living Your Brand on the Web, Part 1, it's time to add a couple of tweaks that will further reinforce your... Read More
Creating Powerful Names for Products, Services, and Your Business
The name of your business is important--it's one of the first things potential customers know about it. And having unique names for each of your products and... Read More
Brand Components
Your brand is the culmination of everything about you and your business. It is how people come to know you. It is your business name, logo design... Read More
Play it Again Sam
The marketing director for one of my longtime clients used to complain "does it have to be purple again?" What she and many others don't realize is... Read More
Boston Brand Building - Brand Identity Guru
"Make no little plans, they have no magic to stir your blood... MAKE BIG PLANS. Aim high in hope and work." So wrote Daniel H. Burnham in... Read More
Eye On The Pie: Branding From an Investors P.O.V.
When building a business as a brand it's important to avoid a myopic view and consider another important aspect of the business game as well-- investing. After... Read More
Franchisor Policies for Unlicensed or Sold Territories
Franchisors often have issues when they own a brand which has service vehicles; where franchisees wish to operate in non-franchise assigned territories. We had this as a... Read More
Branding: Bring Back the Jingle!
Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your... Read More
Branding Guru - Brand Identity Guru
Branding TodayHave you ever had a good brand experience? How about a bad brand experience? Is there a difference in your mind? How many people do you... Read More
Personal Branding: Characteristics of a Strong Personal Brand
How many times have you been at a networking function and been lost for words when asked "what do you do"?We all have. But do you see... Read More
How to Work with Your Graphic Designer
As a graphic designer, I can tell you something right here, right now, right off the bat without blinking?.the graphic design process is a pain in the... Read More
Corporate Branding and Professional Logo Design
Any business with the minimum interest to be successful should concentrate on developing their corporate image and when I say "any business", I mean it, absolutely any... Read More
Hiring the Right Graphic Designer for Your Small Business
Every small business needs it, but not many have it. I am not talking about cash flow, clients or even your product or services to sell. Yes,... Read More
The Keys to a Great Logo
Logo, graphic, icon, logotype, typogram, logoform, image?call it what you will, a logo by any other name is the group of letters and/or symbols used in a... Read More
What is an Artists Statement & How Often Should It Be Updated?
An artist's statement is a statement of ideas and thoughts that describe your philosophy, vision, and passion towards your artistic creations.Ponder over the following questions prior to... Read More
Quick Tactics To Brand Your Business And Make More Sales
This may come as a surprise... to you, but Branding is more than just Logo and Business or Product Name recognition.Branding is "The total emotional and intellectual... Read More
What Make Us Unique and Different
Starting a business can take a lot of time, money, and energy. And because we don't want to completely re-invent the wheel, we often want to copy... Read More
Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!
Colour is essential to building a strong brand.Many of you know my passion for wearing red ties. I believe congruency with your personal and corporate brand is... Read More
Positioning and Branding - Brand Identity Guru
Where is your brand positioned in the marketplace? How is it perceived, both positively and negatively? Can you identify your brand's core strength's and equities? What are... Read More