Can authentic brands handle the truth?

“It’s a nick… And then a nick becomes a cut and a cut becomes a wound.”

Every marketer knows that consumers pass through three key stages when building loyalty with a brand:

1. know

2. like, and

3. trust.

It’s this last stage that’s the hardest to cultivate and the easiest to destroy. We have all witnessed brands we once loved fall by the wayside when a lack of trust dislodged their once stable ground. Likewise, we have seen brands we didn’t immediately notice rise to a place of prominence by being continually true to their word, even when financial pressures could have led them in other directions.

But what actually makes a brand trustworthy and is an authentic brand