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Why you can’t trust anyone in marketing

By on December 26, 2008 in no trust, social media

In The Night After Christmas, Jonathan Salem Baskin waxes poetic about the excuses marketers will make when retailers realize their marketing efforts (especially their holiday sales) weren’t what they hoped for this year: The marketing had failed, the sales not triumphant, The guy sneaking away was the company’s consultant. More rapid than eagles his course [...]

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What’s most important?

By on August 8, 2008 in no trust, word of mouth

Yesterday, I spoke about how competence and character are necessary to build trust, and it made me think of a business relationship I have with someone that’s in one of the lowest-trust categories out there—auto mechanics. Honest mechanics are hard to come by, and I have one. Years ago, I was referred to my mechanic, [...]

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How Responsible Marketing builds trust

By on August 7, 2008 in casting responsible, environmentally responsible, execution responsible, message responsible, no trust, roi responsible, socially responsible, strategically responsible

Some people think trust is gained through integrity only. Not so, says Steven M.R. Covey in The Speed of Trust. Trust is equal parts character and competence. Here’s how character and competence are directly related to Responsible Marketing: It takes more than just doing marketing right. For long-term success, you really have to do the [...]

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