Polestar Communications: 2010 brand trust & trends report

Polestar Communications and German sister agency MMS have released research looking at the levels of consumer trust in brands in key market sectors.

The research shows three clear directions of travel.

Firstly, the expected levels of decline in trust were far more marked than anticipated.

Secondly, Polestar claims that the restorative work needed should now focus more on behavioural change rather than just advertising led campaigns.

Finally, the established totems of trust such as longevity, tradition and size have started to become irrelevant to consumers if they are not combined with a positive, current experience for the consumer, the research found.

View the full presentation (Volume 2, which was conducted in July 2010) here:
Polestar Communications: 2010 brand trust and trends report

These quantified insights have then been merged with Polestar’s own insights into brand trends, supplemented by trend reports, to open the door on a number of opportunities for brands across sectors such as Luxury, FMCG, Media, and Social & Government in the forthcoming year.