The Fundamental Underpinning of a Brand – Trustworthiness

For all the uncertainty in the market right now due to the pandemic, companies would be smart to focus on using this as an opportunity to strengthen their brand. We’ll see companies that thrive, and some that unfortunately may flounder, in their attempts to maintain relevance and market share. I’m sharing this post by Kathryn Spitzberg Johnson, a partner at Big Squirrel, a market research agency in Portland, Oregon which appears on the American Marketing Association site.

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