The next C A R E Principles is all about trust. For decades now, trust has been built through marketing. Creating a decent product, adding a robust brand identity, showcasing it through a trustworthy brand image and using storytelling to enhance your great achievements… All of that was good enough to build your brand and feed it to your consumer.
Today, many people filter out your carefully manicured brand content. Combine that with an explosion of fake news and a multitude of self-acclaimed experts, and you can be certain that brand reliability will become a key issue in the future. Here you can find examples of brands that go the extra mile to enhance their reliability and forge lasting bonds of trust with their customers.
Have you already heard of Allbirds? It is a New Zealand-American footwear company founded by Tim Brown and Joey Zwillinger in 2014.
Vyncke, a Belgian family business-to-business company ticks many boxes. Focusing on doing the right thing to preserve the planet, long term objectives, a relationship builder with their suppliers and most importantly, a huge respect for their own people. Oh yes, also in BtB it is possible to show you care.