The Single Metric that Brands Must Achieve in the Age of AI: Trust

What makes a brand? 

There is a social contract that connects brands and consumers. Brands that consistently show up, and own up when they make mistakes, are more likely to attract loyal customers.

This is because trust is the highest representation of brand value. Brands should set themselves to the same standards we all set in our interpersonal relationships: no one is perfect, but a friend who is consistent and trustworthy is able to maintain friendships more easily.

Read more from Monotype’s VP of Client Engagement & Growth Bill Connolly in his latest piece with the Rolling Stone Culture Council on brands, trust, and how AI tools fit into the equation.