When it comes to creating and maintaining a strong brand, nothing is more important than trust. A lack of trust will erode the impact of even the most creative and eye-catching marketing a company devises.
The digital age has created a new dimension to how brands communicate with their customers and opportunities for any brand-damaging event have amplified. Thanks to social media, broken promises and bad practice can spread around the world in a matter of hours, with many people delighting in the chance to catch a brand out in a lie. As long as a brand lives up to its commitments, whether it’s swift delivery, high quality or strong customer service, however, they have little to worry about.
To read the full article: http://www.brandquarterly.com/stop-phishing-scams-ruining-brand-reputation