«PERESTROIKA»
Do you remember when branding meant, first and foremost, corporate identity? One key message of «powerful brands» was more; «You can trust me because I'm big and global!» Research in recent years has shown consumers give less and less credit to international corporations each year. The latest polls from Ipsos Connect indicate that 42 per cent of consumers do not trust major brands and 69 per cent don't seem to believe in advertising at all. As we can see, there is a clear demand for trust.