This is a great comment about trust by Bob Garfield from a recent article entitled “The Cows Are Contented, The Customer Not So Much.”
As trust assumes an ever larger influence on purchasing decisions, brands as never before can build a following so devoted that customers will throw the competition’s unused product in the trash. But this is a double-edged sword. In today’s environment of mega-transparency and social chatter, those same brands pay a huge penalty for straying from the values that engendered such trust. It’s what happened to Susan G. Komen Race for the Cure. It’s what happened to Progressive Insurance. It’s what’s happening to Johnson & Johnson.