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

Price, performance, and reliability are just the ticket to play. So why is it that the biggest players in almost every category are all stuck at the same average trust scores? It comes down to two things: Perception and Perspective. 1. The "Logic" Gap If you aren't more trusted than the field, you don't have a trust advantage. Effectively, you have given your audience no logical reason to trust and choose you over the others. You are a commodity. In many categories, all play

From the Chair of TrustLogic® The years 2004 and 2005 were a watershed for corporate governance and metrics. Within those twenty-four months, the three concepts that define modern growth drivers were born: RepTrak was launched, NPS (Net Promoter Score) went mainstream, and we finalised the development of TrustLogic®. Two decades later, most boards and executive teams are drowning in the data NPS and reputation tools produce yet rarely stop to consider how they work in reality

You’ve probably seen it before. A brand dominates awareness. Usage looks strong. The numbers say everything is fine. And then trust enters the conversation — briefly. We nod. We agree it matters. And almost immediately, the organisation drifts back to safer ground: Reputation. NPS. Engagement. Satisfaction. Why? Because most organisations don’t actually know how trust works and tell themselves another proxy measure is "close enough". So when the result shows up, the conversa

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,

The Challenge An infrastructure investment fund was competing for more than $1 billion in investor commitment from a major overseas partner. The fund had a strong track record but was smaller and less established than its competitors, creating perceptions of higher risk and limited capability. To secure the investment, the leadership team needed to understand what would build decisive trust with the investor group and apply that understanding in every interaction leading up t

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

The Opportunity: Despite continued investment, the brand was underperforming . Growth stalled, ROI was weak, and marketing effectiveness...

Choosing what you want to be known for is really choosing what you want to be trusted for. Learn how TrustLogic® and Trust Stories reveal what matters most to your audience — and make your positioning real and memorable.

The Opportunity: As a pilot for global use, the Aid Organisation wanted to encourage significantly more one-off donations during their...

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...

Reputation doesn’t come from what you say — it comes from how much you're trusted. In fact, trust drives over 80% of reputation. In this post, we unpack why trust is your most critical asset in a crisis, how different types of trust shape public perception, and what the 2025 cyberattacks on super funds reveal about rebuilding reputation. Learn how TrustLogic’s Six Buckets of Trust® give leaders a practical, measurable way to build trust and protect long-term value.

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