Author: Tony Wu

Customers and employees want to engage with brands that are honest and transparent. Trust is a critical differentiator that can catapult an organisation above its competitors. Trust, unfortunately, is not prioritised by most organisations Brand trust creates loyalty and advocacy, not just between brands and customers, but also between employees and managers within an organisation. It’s the fuel that drives successful collaboration and innovation within a business. According to a study by ESCP Europe Business School, the main benefit of trust is customer loyalty, which in turn drives greater wallet share and word-of-mouth referrals. Higher Empathy Neuroscientist and the author…