Secrets of the 10 Most-Trusted Brands: Apple

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4. Keep it cool (and fun): Apple

What other company has the public and the press waiting breathlessly for each new product release? The bottom line is whatever that new Apple product is, consumers trust Emineo Media Applethat it will be smart and sleek and that it will improve the way they communicate, work or spend their leisure time. What’s more, they’ll enjoy the experience of making the purchase.

While Apple has always been about creativity and expression, the brand has kicked up the emotional quotient by creating retail stores that foster a sense of collaboration and transparency between customers and sales staff. “They hire empathetic people, and they don’t measure their sales associates on sales,” Stengel says. He calls Apple’s approach to its stores “the best retail endeavor in history. They really want people to come in and be inspired, build confidence and really feel better about themselves from the experience they had in the store.”

Apple uses its retail outlets to show, not tell, consumers its brand philosophy, from the large tables, open spaces and walls of windows to its well-trained associates (Apple’s biggest brand advocates), who are armed with handheld checkout scanners that enable shoppers to make purchases without having to stand in line.

Some sour bits: The brand got lower than average scores for a sense of connection to Apple’s corporate side, as well as for the perception that the company doesn’t value customers’ business or reward them for their loyalty. Those sentiments may simply be the result of Apple focusing on its core functions.

“Steve Jobs just thought about what was right for the brand and the consumer,” Stengel says. “That focus is part of the reason they’ve done such a good job of creating new categories and products that continue to distance themselves from their competitors.”

Source Entrepreneur

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Secrets of the 10 Most-Trusted Brands: FedEx

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3. Live up to your promise: FedEx

With a straightforward passion for the task at hand, FedEx has created a strong corporate identity. Not surprisingly, the company received its strongest ratings in ability, specifically for being able to achieve what it promises and for the efficiency of its operations.

In addition to providing what is seen as a reliable service, the brand has engendered trust through initiatives such as its “We Understand” campaign, says Kari Blanchard, senior Emineo Media fedexdirector of strategy in the New York office of FutureBrand. “They’ve elevated the brand by recognizing that it’s not just about the logistics of moving packages and boxes,” Blanchard says. “They appreciate that it’s people’s treasures, livelihoods and futures, and that the contents of those packages mean a lot to people.”

To further deliver that message, FedEx engages with consumers through its personalized rewards program and by interacting on social media channels. “When you’ve already nailed attributes like trustworthiness and reliability–things that are essential to the business but don’t exactly make you fall in love with a brand–that’s where thinking of your customer as a person and not just a number becomes crucial,” Blanchard says.

Source Entrepreneur

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Secrets of the 10 Most-Trusted Brands: Coca-Cola

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2. Sell happiness: Coca-Cola

Ice-cold Sunshine. The Pause That Refreshes. Life Tastes Good. Since its inception, the promise of the world’s largest beverage-maker has been to delight consumers. Emineo Media coca-cola“Everything they do is inspired by this idea of, How do we promote, develop and create happiness?” author Stengel says. Coca-Cola pushes this message across all points of customer contact, from Facebook to its custom vending machines, which allow consumers to concoct their favorite combinations of flavors. “They take the ideas of spontaneity and delight and infuse [them] into everything,” Stengel says.

Putting aside the ’80s branding debacle that was New Coke, Stengel adds that the company backs up its focus on happiness with a consistently strong corporate identity based on longevity and heritage. “They have a deep and healthy respect for their past and for the people who have gone before them,” he says. “They never forget why they started and where they came from, which means a lot to consumers.”

That trust is evident among respondents to our survey, who did not give Coca-Cola a single negative remark.

Source Entrepreneur

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