Does your company pass the trust test? - Business Daily

In Kenya, customer trust now depends on direct interactions and verifying companies' promises through informal networks like chamas, churches, and WhatsApp groups. Credibility affects the cost of messages, sales cycles, and investor confidence, especially during crises. The rise of speed and transparency is changing how customers evaluate brands, emphasizing evidence and authenticity. The Marketing Edge conference in Nigeria highlighted the importance of cultural authenticity and credibility in modern marketing.