Jennifer Grazel

Posts by Jennifer Grazel

  • LinkedIn Pathfinders

    Feel the Fear – and Make Connections Anyway

    November 15, 2017

    At a time when trust is elusive, it takes bravery for a brand to put its head above the parapet and take a stand on current issues. Defining what you stand for allows people to identify with you. It can be the first step to building a strong relationship. But inevitably, it exposes you to scrutiny and potential criticism too. That’s a point made by Ben Boyd,...

  • Pathfinders of Trust

    Pathfinders of Trust

    November 2, 2017

    As part of our Pathfinders of Trust video series, Frank Cooper spoke to us about his belief that for brands to be successful they need to connect with customers beyond their products or services. Indeed, according to Frank, the first question brands should be asking themselves is, “what do we believe in?” He states that “the foundation of trust is the intention...

  • The Currency of Trust

    The Tools You Need to Rebuild Trust with Your Audiences

    October 24, 2017

    Who do you trust? Beyond your immediate network, where could you turn for pure motives, transparent dealings and dependable facts? A couple of generations ago, many people might have answered that question by pointing to major institutions – public bodies, reliable brands, the touchstone media outlets. Not anymore. As participants in our recent webinar ‘The...

  • Pathfinders of Trust

    Pathfinders of Trust

    October 19, 2017

    The 2017 Edelman Trust Barometer shows a crisis in trust across all institutions. Over the last 12 months, businesses, along with the...

  • Trust and Brands

    How Valuable Is Trust to Your Brand?

    October 12, 2017

    Over the last 12 months, three forces have combined to put the issue of trust at the top of the marketing agenda. 1. Institutional...

  • Digital Trust

    The Five Pillars of Digital Trust

    September 20, 2017

    Who do you trust to tell it to you straight? In our increasingly suspicious and cynical society, the answer is hard to find. The...