What does ‘trusting a brand’ actually mean?

Future Proof 2

Charlie Hiscocks explains what brand trust means today, in this marketing podcast from Kantar & Saïd Business School.

Kantar
Trust
Brand
Organisation studies
Future Proof

Brand trust has been conflated with data privacy issues, but surely it means more than that? Charlie Hiscocks, agency veteran and former head of communications at SAB Miller, discusses his views and experiences on how brands can build and maintain trust, and how this is linked to the brand promise. Have the rules changed?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, and Julie Kollman, Chief Research Officer at Kantar.