For CPG brands, trust matters more than buzz

Consumer packaged goods companies should rely more on their brands’ trustworthiness and less on new product launches or sudden surges of consumer interest caused by glitzy ad campaigns.

That’s according to Forrester Research surveys that looked at which CPG brands are tops with consumers.

The Boston-based consulting group found that brands that have the highest consumer appeal meet four criteria: they are trusted, remarkable, unmistakable and essential. Forrester referred to these brands by the acronym “TRUE”.

One TRUE brand is PepsiCo’s Gatorade, which has done well by focusing not just on athletic performance but by backing its product claim up with scientific research.

Another TRUE brand is Unilever’s Dove. Consumers surveyed by Forrester said they prefer Dove because it provides “a consistent experience every time I use the brand.”

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