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Fri 5 Sep 2008

Brand Trust and Consumer Cynicism

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Consumers aren’t stupid (well, some are) but most can spot brand bullshit a mile off. If your brand doesn’t meet consumer expectation then you probably won’t be around for long as recent research has shown.

Consumers are demonstrating greater cynicism towards brands as they become increasingly brand literate. And now, more than ever before, they are better able to deconstruct brand strategy, identifying values that have been simply ‘stuck on’ (“environmentally friendly” or “consumer champion”), but on which they don’t actually deliver.

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