CHRIS SKINNER TRUST TRUMPS BRAND FOR BANKS

摘要

Trust, brand and money are different things. For some years there has been a lot of discussion about which brands consumers trust for banking. Rather than banks, protagonists assert Apple could win, as it is the number one brand with the millennial generation. But it could just as easily be a Wal-Mart, Virgin or Google. For some years, I've joined in with these discussions, but I'm not going to anymore. This is because brand and trust in banking is confused and is often used the wrong way. We talk about trust in brands, based on consumer views of the world. The world's most trusted brands are the likes of Apple, sure, but it is not a bank. Equally, banks talk about the one thing they have at their heart - trust. But banks do not mean trust in the sense of brand. This is where it gets confusing in terms of how we define trust. Trust in banks is not the same as trust in brands. Trust in brands is related to the affinity we have with those brands as consumers.