Personal Brand

Strategic KPIs do not move because they appear in a plan. They move when people change what happens at the touchpoint. That is where the customer hears your message, tests your promise and decides whether to continue. If the experience does not build the right trust, the strategy loses force before it reaches the number that matters. So clear a little bandwidth and ask one practical question: “What does my customer need to and would love to trust us for right now?” That quest

“Understanding the Six Buckets of Trust® has given us a whole new playing field to build, manage and refresh trust with our customers.” That was the feedback from one of our senior executive clients. We need to move away from the outdated notion that trust is just a serious, warm, cuddly or safe thing — something passive or defensive. It’s equally about creating excitement, belief and momentum. Take the Development Trust Bucket . This is the trust in your ability to succeed

Looking at responses on a 0 to 10 scale, customers who gave 0 to 6 scores weren’t very loyal. They didn’t spend much and often needed a lot of service, which made them a costly group. Scores of 7 and 8 showed some positive sentiment but no strong loyalty or growth. But the 9s and 10s? They behaved differently. They stayed longer, spent more, and actively recommended. So, the NPS formula was created: subtract the percentage of detractors (0 to 6) from promoters (9 to 10). The

The Challenge A large FMCG organisation had acquired several businesses over a short period, creating ongoing restructuring and integration challenges . Each business retained its own identity and culture rather than aligning with the wider organisation, resulting in fragmentation, low engagement, and a lack of unified direction . To move forward, the leadership team needed clarity on what would build trust across all teams, cities, and countries , and a way to bring everyo

One of the biggest misunderstandings in business is the idea that trust is all about comfort, safety, and reassurance. It isn’t. Trust is how people make decisions. They don’t split hairs — they go with the one they trust more. Full stop. Which means your ability to build more trust than your competitors isn’t just nice to have — it’s your single biggest competitive lever. Because when they trust you more, they choose you. They give you their time, money, effort, loyalty,

“Isn’t actively building trust already a breach of trust?” It’s a legitimate question, one we occasionally get from clients. And yes, taken the wrong way, focusing on building trust can feel manipulative. Self-serving. But is that what’s really happening? No. And people who think so get it wrong. Let’s look at it from your audience’s perspective. Take us, for example. The more you trust us, the more likely you are to engage. You’ll read a piece like this. You might reach out.

The Opportunity A leading international law firm set out to create a single, trusted brand following a merger across Asia-Pacific and...

Trust matters everywhere — with customers, your people, investors, regulators, and the media. But most importantly: do you know how to...

You’ve probably seen it many times. The conversation turns to trust – its importance, how vital it is – and then... it fizzles . The...

Executive Summary Many brand strategies still revolve around awareness and messaging. Yet research shows that trust is what truly anchors...

The Problem: Most organisations implement loyalty and NPS programmes without measuring—or even understanding—their trust drivers. Yet...

With the election date fast approaching, the question remains: Who will earn the trust of the undecided voters and become Australia’s...