In today's market, CMOs face challenges like DEI fatigue and skepticism towards corporate initiatives. The article introduces the CARES Framework, which emphasizes authentic brand trust. This framework consists of five key dimensions: Connection, Agency, Recognition, Equity, and Security, which brands must address to foster genuine consumer relationships. A case study featuring Sequel's strategic sponsorship deal with Audi Field illustrates the effectiveness of this approach, moving beyond mere performative acts to create true utility and visibility in brand engagement. Brands are urged to align with these dimensions to enhance emotional and relational well-being.
The CARES Framework proposes that the next era of brand trust will be shaped by how brands proactively address five core dimensions of consumer well-being.
Sequel's sponsorship deal with Audi Field exemplifies a strategic initiative to build genuine trust by embedding utility and visibility in an often overlooked market.
#brand-trust #cares-framework #consumer-well-being #marketing-strategy #corporate-social-responsibility
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