The Great Trust Offensive

In the article "The Great Trust Offensive" by David Kiley and Burt Helm, they talk about companies having to revamp their marketing in order to fix their image and continue to bring inconsumers. It talks about a commercial from AmEx trying to show they can also be helpful to mom and pop establishments. Companies realize that trust is the biggest importance to their consumers and if they can't trust what they are advertising, then they need to change a few things. The article goes on to talk about McDonald's and Ford as specific examples. McDonald's wants to shed their image that all their food is labeled as junk. They've even begun working with PETA who had praised McDonald's for its efforts in raising the bar in many areas with the animals that they use for their food items. McDonald's even shows consumers in detail by inviting them to view websites that show their animal suppliers at work. Ford has even made some changes in their type of advertising. The money they usually spend on vehicle discounts are going to more in depth advertising that will entice consumers with the great new features that are always competitive among other car companies. And the business they are doing because of it makes up for it because the consumers really trust that they are getting a quality car for their money. Overall, trust is going to always be a key goal for companies to instill into their consumers. But they still have to generate a great product that the consumers will believe in.