trust

Trust Shifts from Institutions to Individuals

Today I had the opportunity to present to academics and industry experts from the international poultry industry (you can listen to a re-cap via a short podcast from "Agwired" here). During the presentation I was able to share some results from the recently released 2012 Edelman Trust Barometer, in which the overarching theme is a general skepticism toward institutions such as government and big business with signs of hope when it comes to empowered individuals.

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How Parents Normalized Teen Password Sharing

In 2005, I started asking teenagers about their password habits. My original set of questions focused on teens’ attitudes about giving their password to their parents, but I quickly became enamored with teens’ stories of sharing passwords with friends and significant others. So I was ecstatic when Pew Internet & American Life Project decided to survey teens about their password sharing habits.

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Stronger Contracts, Less Trust

Business agreements are usually secured by written agreements that define the obligations of the parties and state what happens under various conditions. Having been party to a few business deals launched based mostly on enthusiasm and trust, I can certainly vouch for the importance of such agreements. Not everyone relies entirely on extensive documentation, though – oilman T. Boone Pickens famously collected $3 billion when courts upheld his handshake deal to acquire a piece of Getty Oil. And, we find, there’s actually scientific evidence that stronger contracts can reduce trust.

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The Limits of Trust

Anybody who regularly flies in airplanes these days knows there's something up with the weather. There are more storms closing airports or causing bumpy fly-arounds. Is it a minor circumstantial occurrence, something that might last years or decades, or merely a step along a process that has been going on for millennia?

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Ten Words that Build Trust

Do you think one short sentence at the end of your ad could cause a major increase in the level of trust customers place in you? Believe it or not, it’s true. Researchers found that placing the following statement at the end of an ad for a auto service firm caused their trust scores to jump as much as 33%!

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Are Media Brands More Trustworthy than 'Regular' Brands?

Why should we trust a media brand more than a “regular” consumer brand?

When introducing the idea of media collaborating with brands in creating valuable content for readers and participants, most media shy away from the idea based on the concept of keeping media neutrality. They don’t want to appear bought.

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Smoking Pot in a Fishbowl

The Harvard Business Review has posted yet another blog post waxing poetic on the magic of social media marketing that substitutes the comments of cheerleaders for even a hint of editorial responsibility or factual accuracy. Letting it get away with running such nonsense would be like shrugging at an Encyclopedia Brittanica entry on the truthiness of the Piltdown Man. 

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Gifting as Branding: How Coke & Pepsi Use Social Media

Coke & Pepsi are very active in social media and I think their hard work is helping to build up a “trust bank” with their audience. As has been widely reported, Pepsi took their Superbowl ad budget and instead of creating a set of iconic commercials they launched their “Refresh Everything” campaign, in which they asked their audience to come up with ideas to “refresh the world”, in the categories of health, the planet, art & culture, food & shelter, neighborhoods and education. 

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Surviving the Reign of Social Media

P&G's new Pampers Dry Max diapers are under siege from a grassroots social media campaign accusing the product of causing chemical burns. Two class action lawsuits have been filed in Ohio. The company has denied all claims, both legal and anecdotal. The marketing trades are covering it as an emerging case for "the power of the democratized web" and I'm sure it'll appear in every digital marketing agency pitch that gets peddled this summer.

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Ghost in the Machine

Toyota's latest crisis illustrates a problem that will continue to plague multinational businesses: what does "the brand" stand for when there's seeming limitless breadth, depth, and variability to corporate activity?

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