Contents
Acknowledgements
Introduction: Why trust makes you money
1 Why trust matters
A deeper understanding of trust
Easy to feel but hard to define
The nice guy finishes first
A trusts B to do X
Are people who trust dumb?
Free market free fall
So what builds trust?
Appeal to the heart and the head will follow
Brands are stores of trust
Social capital, trust and brands
Thick versus thin
2 What's the matter with trust?
The decline and fall
How is trust changing?
Who do we trust?
Do we trust business and businesspeople?
In brands we trust
Fear and greed
Doing a runner?
Morality and the wealth of nations
Ethics versus morality in business
3 Trust in marketing?
From deference to reference
Blink or think?
From deference to preference
Programmed to want
Convenient truths
4 Beginning the journey to trust
Commanding trust
The sizeable prize of trust
Towards a framework for building trust
Seek to understand
Communications that match signals with the brand reality and aspiration
Driving behaviours that command trust
Get a mission
5 The new realism
I can't get no satisfaction
Youthink in benefits, but your customer thinks in risks
Fear and risk
How does trust work in your category?
6 Realities and aspirations
Manipulating behaviour
The drip, drip, drip
The three states of a brand
Matching the brand signals with brand reality
Strategies to signal trustworthiness
The story matters
7 The turning point
Less crisis and more reformation
From mass communications to mass interactions
From eyeballs to engagement
From attention to contention
The battle for the voice of business
Top-down is dead
Unleash the people
8 Are you a high-trust organisation?
Trust is a two-way thing
Does your business trust your customer?
How do you show you trust?
Are you a high-trust organisation?
Ideas for creating a high-trust organisation
The next steps towards higher-trust organisations
Is your business rich in social capital?
9 Living-room leadership
Leaders: apply within
Big problems, big opportunities, big connections
Missionpossible2
Start at the beginning
10 The future of trust
Bankers are evil, aren't they?
'What is your job for?'
The power of system redesign
Every business is social
Selling less stuff
This future is radical
Bibliography
Index
