Trust – The World’s Hardest Currency
Why the conduct and attitude of businesses is vital for their success
by Arnd Zschiesche
Description
Trust: the fuel that powers economy, politics and society
Has everyone gone completely TikTok? No, says Dr Zschiesche: not quite. Despite the vast impact of ‘new economy’ concepts such as digitalisation and disruption, nothing can overturn the decisive basic social mechanism upon which every serious organisation is based: trust. As such, the constant erosion of trust in modern society is baffling to witness – yet it is precisely this warping of reality that reveals trust’s inestimable value.
Trust demands two things: honest conduct, and time. Every business – from the smallest village pub to the largest corporation – must first and foremost succeed in building trust in its conduct; otherwise, long-term success will be out of reach. Nothing can compensate for a failure to do so: neither grandiose marketing campaigns nor paid-for brand ambassadors and influencers.
This was true a thousand years ago and is as relevant as ever in the age of Industry 4.0. As long as people communicate with each other, trust is the most efficient tool of all. Brand sociologist Arnd Zschiesche delivers a smart and practically relevant perspective on why trust is the only true source of added value for any organisation. With analytical flair and a pragmatic, pithy style, he makes the case for an economy of trust – unparalleled in its profound effectiveness – as a counter to our runaway economy of attention.
Arnd Zschiesche digs deep into the things that business, politicians and scientists must focus on to win long-lasting trust: substance and conduct, self-similarity and clear differentiation, and communication with integrity. The book is a much-needed contribution that is as time-critical as it is timely – packed with food for thought and concrete recommendations for action.
More Information
Author Biography
Dr. Arnd Zschiesche is a sociologist and leading academic expert in brand consulting in the German-speaking world. As founder and CEO of the ‘Büro für Markenentwicklung’ (‘Bureau for Brand Development’), he analyses, advises and strategically develops brands. His expertise is frequently sought after by the media: he makes regular appearances as a TV expert on ARD’s Markencheck (Brand Check), on the business talk show Plusminus and on the German public broadcasters NDR and WDR. In 2011 Dr. Zschiesche was appointed lecturer in the sociology of branding at the Lucerne School of Business; he also delivers regular guest lectures at the University of Hamburg.
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View all titlesBibliographic Information
- Publication Date May 2021
- Orginal LanguageGerman
- ISBN/Identifier 9783967390353
- Publication Country or regionGermany
- FormatHardback
- Pages240
- ReadershipGeneral
- Publish StatusUnpublished
- Original Language TitleGerman
- Original Language AuthorsGerman
- Copyright Year2021
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