Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Amazon tops the list of America's most trusted brands

Auto insurers and mobile networks are the worst

Those are the findings of a national survey and peer review effort measuring the trustworthiness of the nation's largest brands in the fast food, airline, mobile services, auto insurance, retail, hotels and electronics.

The Values Institute (TVI), a leading social science research entity based in Santa Ana, Calif., calculated trust by looking at 25 trust dimensions in the five "macro" categories of Competence, Consistency, Connection, Candor and Concern. The national diagnostic survey measured brand strengths and weaknesses in each category, plus the trust outcomes of Loyalty, Advocacy and Satisfaction. The effort follows years of regional trustworthiness surveys and Trust Summit events designed to explore the levels of, and reasons behind, public trust in certain brands over others.

As a highlight of the findings released today for the first time, the most trustworthy brands in the seven measured categories were Amazon (retail), Marriott (hotels), Microsoft (electronics), Southwest (airlines), Subway (QSR), AT&T (mobile services) and Geico (auto insurance).

Building on TVI's five previous regional surveys, the 2017 National Most Trustworthy Brands Survey used a proprietary online survey developed by The Values Institute and Brand Values Research Center at California State University, Fullerton (BVRC) to rank the six largest national brands in seven key categories.

According to Jason Teven, Ed.D., professor of human communication studies at California State University, Fullerton, and BVRC director, Amazon received the highest scores in the "Joy" outcome categories - loyalty, satisfaction and trust - of any brand in any category. "Amazon's success in the joy categories is effectively the holy grail of brand ambassadorship. That's because satisfied customers are much more likely to advocate for the brand they love, their products, services and website."

For a list of the 40 most trustworthy brands, an interpretation of other 2017 National Most Trustworthy Brands Survey results, and specific survey information, go to http://www.thevaluesinstitute.org/americas-mtb/

"In the past, we have seen the strongest Concern and Connection scores come from brands where there is a personal interaction with the customer. Amazon has done an amazing job of creating that personal touch that may even exceed what you get at a brick and mortar location."

"Amazon is somewhat of a surprise to top the list because the brand actual lacks face-to-face human contact," said Mark Weinfeld, TVI's director of strategic planning who administered the survey. "In the past, we have seen the strongest Concern and Connection scores come from brands where there is a personal interaction with the customer. Amazon has done an amazing job of creating that personal touch that may even exceed what you get at a brick and mortar location."

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)