ALLY WARING, RAPP UK, ASKS: CAN BANKS BUY OUR TRUST?

"If every week, another bank brand is threatened by a data leak or cyber security breach, then what does your average marketing manager do in order to regain the trust of hundreds, thousands, sometimes millions of enraged customers?

Indulge me in a little metaphor, to bring this to life…

In war and combat, soldiers trust each other implicitly and Patrick J. Sweeney, a U.S. Army colonel and social psychologist, studied how trust is formed among real life soldiers in combat. He concluded that trust has three core elements: competency, character and care.

I believe these three characteristics can help bank brands to form, retain and buy back customer trust and beyond, in order to grow their businesses."

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