Three signals worth checking
- 01
The website repeatedly says “trusted” without accessible evidence or a clear process.
- 02
Testimonials look strong, but after-sales experiences or complaint handling vary.
- 03
The brand makes broad claims that sales teams cannot substantiate.
What should leadership do next?
- 01
Identify the three claims buyers care most about and the evidence supporting each.
- 02
Link each promise to observable product, service and experience standards.
- 03
Show verifiable proof and make the context and limitations of evidence explicit.
What does the evidence say?
Edelman’s 2026 brand report found 88% of respondents considered brand trust important or critical to purchase, alongside quality at 89% and value at 88%. The online study surveyed 17,688 people across 15 markets in April–May 2026. These are not Indonesia-only figures or causal estimates.
Sources & context
A useful leadership question
Can your team show evidence for the three promises that matter most?