Country brands and trust

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Edelman launched their Trust Barometer research earlier on today, I haven’t had a chance to read through the summaries and materials.

But one of the most interesting things that came out of the few YouTube-hosted videos from the event was how much the country of origin reputation mattered so much when we assess the trustworthiness of multinational corporations.

So if you are a US, Chinese, Mexican or Russian company you are fighting an uphill battle on trust regardless of how you perform as a business.

  • Is there a real need for country-funded reputation and ‘country social responsibility’ campaigns?
  • Would these country-based campaigns be more cost effective lifting the tide of all boats, rather than companies from these countries acting individually?
  • Is there a sweet spot for countries between nice and nasty which provides maximum economic benefit?