Overview: A New Approach to Global Marketing

Jun 24, 2015

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This chapter is from the book 

New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization

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Build Trust

We live in a “Disordered World,” as Richard Haass wrote in Foreign Affairs.¹¹ This geopolitical unraveling has several sources, and lack of trust in our global partners and governments is one of them. It is the same for global brands, whether corporate brands or product or service brands. In fact, institutions everywhere are increasingly less trusted year to year. Building trust as a source of organizational wealth is an important driver for enduring, profitable growth. As we show with the new value equation, trust is a value multiplier. As trust increases, so does brand value. If there is no trust, there is no value. Creating Trust Capital allows a company or a brand to generate a trust reserve that helps through crises of brand or corporate character. A trust reserve of Trust Capital builds strong relationships over time.

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