Here is a hard truth – customer cynicism is a real thing and it is plaguing brands big and small with an alarming rate. In an era of ‘fake news’ and privacy infringement on social media networks, it is hardly surprising the customer is weary of brands that they fear will ‘use’ them instead of catering to them. Marketing trends like personalization taken a bit too far can literally scare the customer into believing brands are taking advantage of their digital footprint or are literally cyber stalking them.

Your target customer does not like to be manipulated into buying your product or services. So, when your brand or product projects itself as a one stop solution for all the mess in their lives, it better lives up to its tall claims. In other words, don’t be a ‘snake oil salesman’ when it comes to your products.

As in any relationship, trust is earned.  It is through constant communication with the customers by informing and educating them that a brand become successful. This is especially difficult for startups with no history to back them.  Customers will monitor your product for authenticity through your brand messaging and advertising. In short, as David Ogilvy rightly pointed out, “The customer is not a moron. She’s your wife.” Here are some actionable tips on what to watch out for and how to work on the customer trust crisis.


FLETCH is an integrated branding and marketing firm that uses strategy, technology and creativity to drive new business for its clients. We are a team of brand experts serving the world from suburban Atlanta by providing world-class thinking supported by obsessively personal service and attention to detail.

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