TUESDAY 28 JAN 2014 3:56 PM

THE HUMAN FACE OF BRAND REPUTATION

Customer confidence may be the panacea of the consumer facing communicator, but that trust is built on reputation and the effectiveness of the corporate brand at building a human connection. Lippincott, a brand strategy and design firm, has recently conducted a study examining how brands can constitute positive relationships with their customers.

According to findings, a brand’s ability to build a trustful reputation, whether big or small, is relative to "acting in a human way," says Simon Glynn, Lippincott’s director of EMEA. In this case, Emirates, Waitrose, John Lewis, Bose, Disney, Yo! Sushi and Nationwide were found at the top of their respective industries.

The study highlights that adapting to the latest media habits may not wholly ensure a brand’s effectiveness. Simon Glynn adds, ‘‘Our research demonstrates that the leaders have succeeded by going beyond their marketing and social media strategy; it comes from their culture, how they make decisions, how their employees think and act, and often the little things that often don't even cost that much.’’

The research marks a real transition amongst leading brands to a ‘Human Era’. Thus, policy-centrism may no longer be the viable option over people-centrism. The study suggests customer admiration is likely to align with a brand, which is transparent, accepting of imperfections and willing to improve.