New Technologies and Branding by philippe sachetti thibaud zuppinger

Author:philippe sachetti, thibaud zuppinger
Language: eng
Format: epub
Published: 2018-07-05T16:00:00+00:00

4.19. Trust, the first victim of conflict

No society can exist without trust, nor can commerce. And all conflicts damage trust. This somewhat banal observation has severe consequences for the relationship between the brand and the consumer-citizen. It has long been known that trust is an indispensable asset to trade, because it is the

condition for cooperation. It is a difficult asset to create, and at the same time is particularly fragile.

What is remarkable is that damaged trust is detrimental to both parties. For the brand, it is quite obvious: the confidence of its customers and its prospects has a direct impact on its activity and determines its durability. For the consumer, confidence in a brand is a guarantee of peace of mind, and a saving of time and money.

Trust is mutually enriching. It is fundamental to redefine this complex concept in order to identify the process of its destruction and to fully understand the ways it can regenerate during a conflict. Trust is a state of accepted weakness that leads the individual who grants it to engage in a relationship when a risk exists. This risk is that the party being granted trust does not fully (or even at all) respect its commitment. This is therefore an intermediate state between belief and knowledge, which does not allow for any doubt to arise about the commitment of the other.

Trust can be effectively taken on by its opposites: mistrust and suspicion. Mistrust is fear that results from taking risks. When the fear of risk exceeds the gain that can be expected from the trust that is granted, mistrust sets in.

Mistrust is a more or less pronounced state of paranoia, which is expressed by a creeping suspicion, encouraged by deceit or manipulation. Mistrust leads to behaviors of prudence and reticence. Perception of mistrust occurs silently. Whoever feels it does not act, holds back and avoids the relationship.

Distrust is quite different, because it causes rejection. It is a process of reflection that will determine attitudes of distancing, of conscious and intentional avoidance. You might say that when mistrust finds a basis to latch onto, it turns into distrust, which is more active and openly expressed.

Since the 1950s, interpersonal trust has been the subject of many academic studies that have allowed us to decipher what trust is made up of. There are three qualities that can be found in people we trust: the ability to be able to tangibly fulfill commitments, honesty and goodwill.

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