“The essence of any great brief starts with the customer, and the essence of any awful brief starts with the business.” Trust in government, business, media and NGOs has declined substantially since 2012, per Edelman’s annual Trust Barometer. The drop-off has been even more pronounced between 2016 and 2017. Last week, while gathered in New York for Advertising Week, brand marketers grappled with the blowback. A number of panels touched on the subject of trust and what marketers can do to earn it, keep it and make it grow. Article: What Brands Are Doing to Win Back Trust in a Post-Truth World