CEO Today Magazine August 2019 Edition

Practical Tips for Coaching a Top Team 3 www.ceotodaymagazine.com “All the world is made of faith, and trust, and pixie dust.” The quote above is from Peter Pan, but sums up in twelve simple words how brands have come to dominate almost every aspect of civilised life. Societies are built on faith. Economies are built on trust. And brands are built on both (often with a little sprinkle of pixie dust), or at least they used to be. Trust is now in short supply. The 2019 Edelman Trust Barometer finds that trust in media outlets, business, government institutions, and non-governmental organisations has remained doggedly low in recent years. Only one in five people believe the system is working for them, and 73% worry about false information or fake news being used as a weapon. There’s an irony at work here: we live in the information age. Our ability to gather, verify and analyse data has grown exponentially but society has never been more isolated and insecure. Economy of Mistrust: Are Brands Helping to Fuel a Polarised Society? Nick Liddell, Director of Consulting at The Clearing and Co-author of Wild Thinking: 25 Unconventional Ideas to Grow Your Brand and Your Business