Recently, we’ve been running a series of posts here on the TopRank Marketing Blog called “Trust Factors,” where we explore techniques that modern brands can use to build trust and credibility with digital audiences. There are numerous examples of companies building trust with best-answer content and boosting credibility with influencer marketing for this purpose.
Marketers are always seeking creative ways to forge genuine connections while standing out from the pack. New research from Edelman shows that consumers now have higher expectations than ever when it comes to brand responsibility. However, it’s worth pointing out that these efforts (even with the best of intentions) can backfire.
When steps taken to strengthen trust instead have the opposite effect, we call these “Trust Fractures.” A recent example got me thinking about the subject, and why marketers everywhere should be cognizant of its lurking danger.
