Hosted by legendary brand experts Larry Light and Joan Kiddon, Futureproof Brands is a podcast for marketers and C-suite professionals.
With expertise derived from years of global experience on the client side, at ad agencies and as consultants, their provocative insights on current brand news provide authoritative, mini-case histories analyzing brand-building strategies that educate, engage and entertain.
Futureproofing is not foolproof, but an integral step in generating enduring profitable growth. Brands cannot forecast the future. Brands must create a future in which they will win
Trustworthy Brand Value
In today's world, marked by economic, social, and political turbulence, trust in institutions is eroding, and customers increasingly rely on peer opinions over experts. However, marketing's core principle remains unchanged: creating value for customers, where a mental value equation evaluates an offering's worth relative to its costs. This equation has evolved from assessing features and functions to considering emotional rewards, time, and effort in addition to money. Enter the Trustworthy Brand Value equation, where trust acts as a multiplier, determining a brand's worth. Brands like Beyond Meat illustrate the importance of Trustworthy Brand Value, and we'll share guiding principles to navigate this new landscape. Trust is the cornerstone of enduring customer relationships, and building Trustworthy Brand Value is an imperative for success. For more insights, visit arcature.com and get in touch with us via the Futureproof Brands tab. Remember, trust is the key to stakeholder value and enduring profitable growth in today's world.