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Why Edelman thinks "Trust" should be the ultimate metric

On Strategy Showcase

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The Relationship Between Trust and Reputation

When you look at trust versus let's say reputation what's the difference between both of those? I think they're definitely related but reputation is really a much more focused on the current moment in time where do people believe a brand or business to be today. Trust speaks to an anticipated future it speaks to a forward-looking perspective that a consumer or a shareholder might have about a brand in business and because of that it tends to increase over time.

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