“What PR clients are really seeking is credibility. They are seeking authority. They are seeking third-party validation. Ultimately, they are seeking one thing above all else: Trust. Brands need to be trusted in the marketplace, or they won’t be able to grow.” That quote comes from the intro of a new book titled TRUST Signals: Brand Building in a Post-Truth World The author of that book and our guest today is Scott Baradell, CEO of Idea Grove, a public relations and marketing firm focused on B2B technology that’s landed on the Inc 5000 list of America’s fastest growing private companies three times and was named one of Inc’s Best Workplaces the past two years in a row. In this conversation, Scott shares his insights on: What is post-truth?What is the relationship between buyer persona personas and trust profiles?How to build brand trust in today’s business environmentWhat is a trust profile and why is it relevant?Why you need to tie your brand story into a single narrative? More information about Scott and today’s topics: LinkedIn Profile: https://www.linkedin.com/in/baradell/Company Website: https://www.ideagrove.com/Other Relevant Links:Check Out Scott’s Book Here: https://www.amazon.com/Trust-Signals-Brand-Building-Post-Truth/dp/1544527829https://www.trustsignals.com/ Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Amazon, or Google Podcasts, and find more episodes on our blog.