transparency

Why trust & transparency are crucial components of brand success

Steve Jobs famously proclaimed, “A brand is simply trust”.

Data from an annual study carried out by Kantar Millward Brown proves the strong relationship between the trust in a brand (in this case measured by their TrustR score) and their brand value. Among the most valuable brands in the world, the higher the level of trust in the brand, the more valuable it is, proving that trust is inherent in brand success.

The five biggest words in advertising right now

I was lucky enough to get to attend the IAB Leadership Summit at Sopwell House, St Albans a few weeks ago. As the name implies it’s a senior level summit of industry bigwigs from brands, agencies, publishers and technology sectors.

Four key programmatic trends from 2017

2017 seems like it may prove a somewhat seminal year for programmatic advertising.

Ahead of a lengthier take on what 2018 might hold, our experts take a look at four key trends from this year.

How can brands combat a lack of consumer trust?

New research suggests that today’s consumers are more distrustful than ever before. 

According to Shoppercentric’s latest report, a whopping 46% of people fall into the ‘cynical’ bracket – displaying a distinct lack of trust in others. This naturally extends to brands, with the majority of shoppers rating corporate retailers and companies poorly when it comes to putting consumer interests first.

Five digital organisations with a transparent company culture

What is company culture?

It’s more than some free snacks and an away day, but exactly how much more?

Well, digital-first organisations and startups are often defined by a transparency that’s lacking from more conservative public and private owned companies.

Here’s a roundup of five companies that champion transparency.

Why aren’t companies more transparent with their advertising?

Is honesty the boldest action in marketing?

Here, I’ll look at First Direct’s Live campaign, which invited users to be part of its marketing by providing live comments, and ask why companies aren’t more transparent with their advertising.

One of the boldest actions in marketing this century has come from a reinvigorated player in a traditionally conservative sector. First Direct’s ‘Live’ campaign invited users to be part of its marketing by providing live comments about the retail bank.

How the other half markets: three lessons for luxury retailers in 2013

The posh set may still lord their smart handbags, pricey silks, and Ibiza getaways over the masses in the offline world, but in digital it’s a different story.

Online, luxury retailers struggle to keep up with the Kmarts and J.Crews of the world. In fact, according to a recent study by L2, one in five luxury brands still lack ecommerce capability, and 30 percent of them have yet to incorporate basic site search. 

Should you use domain registration privacy protection?

Thanks to spammers, making your email address visible on the web can be a painful mistake. Spammers, of course, often harvest email addresses using automated programs, and when doing so, they pick off the lowest hanging fruit.

One particularly tasty piece of fruit: the WHOIS database that provides access to domain registration information.

In response, many domain name registrars offer private domain registrations. With a private registration, the registrar’s contact information is displayed instead of yours, leaving it harder for spammers (and shady direct marketers) to use WHOIS for nefarious purposes.

Why misleading your customers is a bad strategy

Cloud file storage and syncing service Dropbox is arguably one of the hottest startups in Silicon Valley. It recently hit two big milestones: 25m users, and 200m files saved each day, and appears to have a very bright future.

But it also has a bit of explaining to do following a change to its Terms of Service.