From the course: Designing an Authentic Brand
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How can you be imperfect?
- Most consumers are skeptical and many just flat out do not trust brands. According to a 2020 survey on Brand Trust by Edelman, one of the world's largest PR firms, just 46% of consumers say they trust most of the brands they buy and use. In some markets, it's even less. While that is a staggering statistic, I think it's an amazing opportunity for brands and people in the branding industry. Consumers like trust for a variety of reasons. Mistakes, lack of engagement and culture, and communication is more centered on the brand than the consumer, just to name a few. Many brands try too hard, or they try to be something they're not. Just like a person who tries to be someone they're not, does that make a lasting connection with others? The same is true with a brand. Consumers will sniff out brands that are not genuine, sooner or later. One of the key ways to build trust is through an authentic brand experience. This…
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