OPERATIONS
What are the key levers for building and maintaining trust? If you have a strong, consistently communicated brand, people will likely believe in its currency and therefore trust it. That insulates you against difficulties, whether they are market or business challenges. When we work with large organisations with big portfolios, we often refer to brand as having a shield and halo effect. A strong brand connection with audiences provides protection from challenges. Conversely, when times are positive, it can provide a halo effect across the whole organisation. A strong brand that people trust helps to mitigate challenges like price elasticity. A good example is Peloton, which flourished during the Covid-19 lockdown but faced struggles after that which were overcome in part by the strength of its brand and community. Trust also provides air cover in terms of strategic decision making. Netflix raising its monthly charges or McDonald’ s increasing the price of a Big Mac may erode some of their revenue, but their strong brands will protect them. It shows how a really strong, well positioned and consistently delivered brand gives a strong foundation.
Your Citizen Brands study suggests societal impact is becoming crucial. Why? It relates to the point about how discerning audiences are now. Citizenship is becoming as important
90 March 2026