Back in January of this year I wrote a piece which spoke to the need for every marketer to remember a certain nine-letter word: Relevance. And while I firmly stand by what I penned then I am here to tell not just every marketer, but every advertiser and brand under the sun as well that there’s a five-letter word that must be treated like gold for when it is achieved, wondrous things can occur.
The word is trust.
Now the word “trust” in it of itself has many different connotations and in the context of advertising, marketing and branding it comes in different shapes, size and meanings, too.