The Buzzz Brand Trust Spectrometer©
Over the last three years The Buzzz have studied the whole area around trust. We believe that like anything of value, the more scarce it becomes, the higher its value. Levels of trust in business, media, the state and authority have been under constant erosion and at an accelerating rate.
Our analysis breaks trust down into 6 key areas in the same way a spectrometer splits down white light.
This allows brands to not only see how they are perceived in terms of trust but also how they perform in each of the component elements of trust. When we apply this kind of analysis to a category or marketplace the differences in scores between competitors clearly showcase where the relative strengths and weaknesses lie for each brand.
We have found this approach particularly valuable in strategic planning within market and communication for brands.