Over 50 percent of consumers report that brands rarely live up to their promises. Still, brands are increasingly scrambling for the right to be recommended. Why? Because for years, Nielsen has told us that peer recommendations are the most trusted marketing medium (trusted by 80 percent), and Bain reports that companies that lead in loyalty boast two times higher Net Promoter Scores (NPS) than their peers. xxx But the question brands should be asking is: How? The answer is clear. Invest in brand proof. Ac
Source : How to Build an Experience Brand: Five Considerations – Chief Marketer
