Brand trust is essential to many companies’ success, but if you recall even a few scandals of recent years it becomes difficult to imagine why we trust brands at all.
In the last decade you could have been in a road accident because your supposedly safe and environmentally friendly car suddenly accelerated unintentionally. If you then left a voicemail about the accident on a relative’s phone, a newspaper reporter may have heard it before they did – that’s if your phone didn’t explode before you managed to make the call. And what if you fancied bemoaning all this bad luck...