Modern consumers have grown skeptical of brand messaging, and are largely rejecting advertising in favor of more honest, trustworthy sources of information. Truly, brands have a credibility issue, and must find ways to create more authentic relationships with their audiences.
Our recent report, in collaboration with The Future Laboratory and Monotype, explores how brands can navigate this low-trust landscape using a sophisticated, collaborative approach, including:
- Co-creation strategies, developing high-quality assets alongside customers
- Ultra-transparent campaigns, infusing honesty into brand messaging
- Design cues, adopting a customized identity across all elements of brand expression