“Trust me.”
Was there ever a phrase that so immediately contradicted itself in the hearers’ mind? And yet, that’s exactly what a brand wants to say, needs to say: “Trust me.” Unfortunately, brands are finding it ever more difficult to believably inspire trust in consumers’ hearts and minds.
It’s no wonder. In an era of “fake news” and “alternative facts,” consumers’ default position seems to fall somewhere between distrust and disgust.
