New consumer research released today by Millward Brown reveals that Trust and Recommendation “TrustR” are key ingredients to brand success. Colgate is the top performing brand on this metric in Australia.
Combined with insights from The Futures Company, the research forms part of a new report “Beyond Trust: Engaging Consumers in the Post-Recession World”. Across the 22 countries studied, the number one TrustR brand in each was nearly seven times more likely to be purchased and had a brand-consumer bond 10 times greater than average.
The full report is available exclusively to WPP clients, however, a summary version can be accessed by clicking here.