Digital Makes Building and Undermining Trust Easier

Posted on 22. Dec, 2009 by .

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Seth Godin’s post (It’s no wonder they don’t trust us) points out some pretty common frustrations and sheds a little light on the digital paradox. While enabling technology and emerging media make it easier to build relationships and trust with people, it’s also incredibly easy to exploit digital for purposes that undermine trust. It’s easy […]

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Rise of the Always-On Marketing Ecosystem

Posted on 18. Dec, 2009 by .

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If you missed Augie Ray’s post, 2010: the Year Marketing Dies, on the Forrester blog I’d encourage you to give it a thoughtful read. I think he offers an articulate if not blunt perspective and supporting evidence of the ongoing changes in marketing environment and how the landscape is shifting under our feet. One of […]

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Why (Reciprocal) Trust Matters

Posted on 16. Dec, 2009 by .

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I don’t think it is possible to find anyone working in American business today who would disagree with the statement, “It is important for consumers to trust our brand.” This is as much a truism as “you get what you pay for” or “sex sells.” Some things are just a given. Why is trust in […]

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The Message in the Relationship Era

Posted on 04. Dec, 2009 by .

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Recently, I was in a conversation with a new acquaintance about the changes taking place in marketing. I was talking about the intent of the marketing message in the new Relationship Era, and threw out some opinions about what the message should do. My conversation partner stopped for a minute and commented, “Augustine. The outcome […]

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