Aarron Spinley

Aarron Spinley

Aaron Spinley a researcher & growth strategist at SAP

As customers choose brands based on how they make them feel, rather than their actual products or services, there is an intrinsic advantage to those organisations who use designed experiences as a weapon to cut through the most competitive of markets. Those that don’t, operate in what we call the

trust brands trusting

Who do you trust? More importantly, do your customers trust you? This year’s global Edelman Trust Index revealed a critical development in consumer sentiment around the world. According to the authors, “Trust has changed profoundly in the past year — people have shifted their trust to the relationships within their