The Resurgence of Values-Based Branding For Restoring Trust and Credibility

Posted by Elena del Valle on November 15, 2017

By Jay Gronlund,
President, The Pathfinder Group

Jay Gronlund, president, The Pathfinder Group

The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers. These trends have led to a rise of cynicism, where most Americans trust news or feedback more from “people like themselves” (especially pertinent for Hispanic consumers) rather than the government, media or big business and brands. Appealing to these distrustful customers who lack confidence and motivation has become a top priority. The answer will involve a new type of marketing, values-based branding, which will be focused more on identifying, relating to and engaging these customers’ values and ethics.

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