• IHG bids for trust

Brands need to build “trust capital” to thrive in the modern, kinship economy. Increasing personalisation and a new definition of value mean that trust is more important than ever, according to new research released by IHG.

The company has launched a blueprint to build trust with customers across different demographics and geographies. It says that building trust capital is now an essential corporate role.

Read the full story here:

http://www.ihgplc.com/index.asp?PageID=116&NewsID=3373

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