Gartner Research

How to Guard Your Brand Against Consumer Skepticism

Published: 23 July 2019

ID: G00388793

Analyst(s): Iconoculture Research Team


In the post-truth era, consumers are questioning marketers’ honesty and brands’ trustworthiness. To maintain control of messaging and reputation, CMOs must invest in continuous monitoring of cultural trends, nurture consumer relationships and harmonize customer experiences with value proposition.

Table Of Contents


  • Impacts
  • Recommendations


Impacts and Recommendations

  • Brace for Distrustful Consumers to Call Out Your Brand’s “Lies”
  • Prioritize Your Most Loyal Consumers Before and During Times of Crisis
  • Adopt a Comprehensive Approach to Debunking “Brand Lies” and Seeking Consumer Forgiveness

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