Whitecap’s Brand Trust Series

In March & April 2014 we published three articles looking at the issue of trust in financial services. The basis of these articles came from a report into FS brand body language by Brand Edge, published in March 2014 in association with Whitecap Consulting.

Brand Edge produced this report based on a semiotic study of brand communication (brand body language) within the FS industry. It focuses on the separation of Functional trust versus Emotional trust – the former being basic hygiene, the latter around Brand building.

We explore the issue of trust in financial services under these topics:

• What is brand trust and why is it important in FS?
• How FS brands have attempted to convey trust in the past and how they’re applying lessons from the past in today’s brand work
• How FS brands can successfully engender trust using lessons from other industries

Brand Edge’s report is based on a semiotic study of brand communication / body language within the FS industry. Depending on the size and focus of your business, this work will be of interest and relevance to CEOs/MDs, Marketing Directors, Heads of Marketing, Brand/Marketing Managers, and Insight Managers.

If you would like to discuss  specific issues/opportunities for your own business, or would like to see the full report, please contact us.