The Role of Trust in Brand Planning

Brand strategy determines the basis upon which you will be evaluated and therefore trusted in terms of what you need to deliver. Trust strategy really can help us understand some of those competitive dimensions in the marketplace how those reputational forces are at play among competitors. Brands that lean into certain equities certain spaces they grow trust in those dimensions over time and that becomes an inherent part of their trust profile. The data gives you a hard and fast place to start your brand planning process for right if I know consumers already seen me as incredibly capable brand with a lot of ability in our category I want to make sure that's part of my brand strategy.