Brands are about Trust but Trust is not all about Brands.
People Trust Friends - some of the time - but not all of the time.
The assumption that friends trust other friends all the time and therefore by extension their "relationships" on social networks result in the cachet of Trust being bestowed on the circle/network is patently false. However there seems to be a lot of people who both believe in this notion and are now relying on it.
The difficulty is debunking this theory. Finding a way to understand Trust and its Impact should be something everyone takes care in - not just the frontline people.
If there is someone out there with empirical (and repeatable) technology or process who can prove me wrong ... please do. I really do want to believe. I just find it goes against my grain.
Cheers
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