The article questions the effectiveness of storytelling and traditional marketing strategies in brand growth, suggesting they have become less reliable. Influences like short-form video, personal branding, and consumer expectations are reshaping the marketing landscape. As a response, the concept of "Trustnomics" emerges, emphasizing the importance of trust as the new currency for branding success. The article features four crucial steps to building this trust, with a focus on identifying key product moments that showcase product value, exemplified by the French insurance company AXA's innovative approach to home insurance.
"In the past decade, three factors have emerged and dominated human psyche, culture, and marketing: short-form video, people as brands, and heightened consumer expectations."
"Trust has always been essential for any brand, but it's becoming a new, essential currency. The premium on trustworthiness has increased as the line between what is real versus generated or what is true versus not becomes indistinguishable."
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