Without trust, nothing else matters.

Trust Signals delivers the latest news, analysis and advice on brand trust—how to get it and how to keep it. Find information on trust signals, trustmarks, trust logos, trust quotes, trust killers and more. This online magazine culminates in the new book Trust Signals: Brand Building in a Post-Truth World, soon to be found in a bookstore near you.

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Cause Marketing 101: How to Use It To Build Brand Trust

Cause marketing is the latest addition to the digital marketing menu. Brands looking to build customer and public trust, stand out from the competition, and attract a younger generation of loyal brand advocates are using this marketing method more and more. 

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Trust Signals Live: The Dirty Little Secret About PR

For those who can't wait to find out what's in my upcoming book, Trust Signals: Brand Building in a Post-Truth World, here's a reading of the book's introduction, "The Dirty Little Secret About PR." 

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Trust Signals Live: The Tao of Thought Leadership

Thought leadership is about helping, not selling. And the right way to do it, interestingly enough, is explained pretty well by the character Dex in the 2000 movie The Tao of Steve.

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Trust Signals Live: Edward Bernays, Ivy Lee, and PR's Road Not Taken

Steve Jobs. Bill Gates.

Two men born in the 1950s from similar backgrounds who reshaped personal computing—but with two very different visions.

Edward Bernays. Ivy Lee.

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'I'll Do My Own Research:' Why Americans Don't Trust Experts Anymore

In the 1950s and '60s, tobacco companies regularly claimed to have both doctors and scientists on their side. Despite mounting evidence that smoking did indeed cause cancer, the tobacco companies continued to insist that smoking wasn't dangerous. Their ad campaigns featured doctors puffing away on...

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Trust Signals Live: Defining PR for a New Era

PR people say they do more than media relations—but what does that mean exactly, and how does it relate to marketing?

I offer my own take, along with a helpful new definition for PR for today's post-truth world, in this edition of "Trust Signals Live." 

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10 Ways That Bad Reviews (or Fake Good Reviews) Can Tank Your Business

Note: Jennifer Bridges of Reputation Defender co-authored this piece.

Online reviews are a wonderful way to attract new customers. However, they can also be a huge liability, depending on who is reading them.

If your customers are consistently leaving bad reviews—or worse, if you are planting fake...

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Trust Signals Live: The 'Breadcrumbs of Trust' That Lead to Purchase

I've begun broadcasting live on LinkedIn, Facebook and YouTube to get the word out about trust signals in anticipation of the book coming out soon.

In this edition of "Trust Signals Live," I walk through the influence continuum as well as the concept of "trust breadcrumbs"—the series of trust...

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Kay Dean: Fighting the Scourge of Fake Online Reviews

Nine in 10 internet users rely on online reviews before making purchases today—but two-thirds of consumers are worried about being tricked by fake reviews, a growing problem that so far neither government regulators nor Big Tech has adequately addressed.

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Hany Farid: Why We Trust Synthetic Faces More Than Real Ones

Hany Farid, a professor at the University of California, Berkeley, is one of the world's foremost experts on the analysis of digital images, including deep fakes and other forms of manipulation. He has been called the "father" of digital forensics, has spoken before Congress, and has earned...

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