I’m currently quite taken with the new Fox TV series The Americans, which features a chameleon-like Matthew Rhys and a kick-ass Keri Russell as deep-undercover KGB spies. They live an apparently normal family life in 1980s suburban cold war America, while unbeknownst to their two American-born children, they conduct brutal covert operations for mother Russia. A recent episode called “Trust Me” exposed the perilous shifting sands of trust in their relationships. It is a world where no one is quite what they seem to be, and every character is constantly reevaluating whom they can trust. It is exhausting. Because without trust, every decision or action is a risk.
This holds true not just for human relationships but also for brand relationships. In both, trust is the cornerstone. Brand trust makes purchasing decisions easier, quicker, and less risky. I choose Amazon because I trust that it will deliver the product I want when I want it. I trust that my Neutrogena sunblock will protect my skin. I trust that my Starbucks coffee will taste good. I recently attended an event hosted by the Marketing Science Institute (MSI) on the topic of “Building Trust In A Digital Age.” MSI seeks to bridge the gap between marketing academic and business worlds, by bringing together marketing thought leaders from both realms to research and discuss big meaty, marketing topics. For the Boston Spring session, attendees debated the nature of brand trust and how it is driven and measured. A couple of highlights:
Hot on the heels of our new blog platform, Forrester has launched The Forrester Community For CMO & Marketing Leadership Professionals focused on the key business challenges that senior marketer professionals face every day. The community is a place for marketing executives to exchange ideas, opinions, and real-world solutions with each other. Forrester analysts will also be part of the community, helping facilitate the discussions and sharing their views.
The community is open to all interactive marketers, whether you’re a Forrester client or not.
Here’s what you’ll find:
A simple platform on which you can pose your questions and get advice from peers who face the same business challenges.
Insight from our analysts, who weigh in frequently on the issues.
Fresh perspective from peers, who share their real-world success stories and best practices.
Content on the latest technologies and trends affecting your business — from Forrester and other thought leaders.
I encourage you to become part of the community:
Ask a question about a complex business problem.
Start a discussion on an emerging trend that’s having an impact on your work.
Contribute to an existing discussion thread from a community member.
Suggest topics for upcoming Forrester research reports.
Create a community profile.
Share your perspective with others.
Click here to go to The Forrester Community For CMO & Marketing Leadership Professionals, and bookmark it for easy reference. See you in the community!