Part of my role at sparks & honey was to identify new trends to add to their proprietary Elements of Culture. One trend I identified, “Brand Civil Servants”, became the cornerstone of many pieces of client work.

The 2017 Edelman Trust Barometer showed us that people trust businesses more than NGOs, governments, and media, to “improve economic and social conditions in the community where it operates.”

This presents an opportunity that businesses can’t ignore. Where those other institutions fail, businesses can step in to provide truth, stability, and even services that they might not have provided before.

It’s this kind of usefulness that I believe is the true path to brand relevance and loyalty.