Magazine article Marketing

Editor's Comment: Reassurance Can Regain Trust

Magazine article Marketing

Editor's Comment: Reassurance Can Regain Trust

Article excerpt

It may not be a famous motto, but 'trust very few corporations' is likely to be the mantra of many consumers in the coming months. When ordinary people start moving their money from bank to bank for fear they might lose it, you can only wonder how much worse things can get. Trust is being eroded, and banks - the ones that survive, that is - face a struggle to reassure consumers.

This distrust will spread across most sectors. Last week's ABTA Travel Convention in Gran Canaria was probably not the most upbeat of events, but there was plenty to debate: the recession, rising cost of fuel and the collapse of airlines.

While there were pleas for the industry to keep advertising, it is in a difficult position. Images of fun at the seaside will no longer do the job, and brands will have to work hard to ram home a credible trust message without scaring customers.

The images of stranded holidaymakers that heralded XL's collapse will stay with consumers. …

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