Using Trust as the Driving Force Behind Marketing Strategies

Consumers want to believe in a brand’s purpose and intention

A man balances on a string; he is tight rope walking; the string is held up by two hands on each side
It should come as no surprise to brands that consumers want something they can believe in and trust. Getty Images

In 2015, Nobel Prize-winning economists Robert Shiller and George Akerlof published a book with a chilling theory: We are all pawns in a market that thrives on manipulation and deception, filled with sellers that exploit our psychological weakness and gullibility for profit.

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@federallamm Ben Lamm is co-founder and chairman of Hypergiant.