In an age when credibility can be bought, brands need to find ways to be authentic and cultivate real credibility from the top down.
According to Forbes, brands are facing a credibility crisis. Too much misinformation and too many alternative facts are being disseminated by social media influencers who are willing to take a paycheck for their support and “honest” reviews and opinions.
As a result, buyers have become more skeptical of brands and their promises or values.
To counter, brands need to focus on the little things, according to Forbes CEO, Derek Odegard. It’s not the polished tagline or graphics that will convince consumers. It is the actions of the brand and its employees to serve customers and the community.