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  "documentTitle": "2022 Global Marketing Trends",
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      "text": "Almost every one of our scenarios that were grounded in brand relationships—and shied away from in-depth tracking—were ranked by customers as the most helpful interactions.",
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      "text": "Competency: Where cyber helps brands keep the promises they make. Trust will erode if even the most transparent messages (with the best intentions) fall short of the promises brands make with their customers.",
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      "text": "Marissa Solis, senior vice president of portfolio marketing, partnerships, and media at Frito Lay, notes the shift taking place. While Solis acknowledges that a few years ago, cyber would not be top of mind...",
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      "text": "Chris Stamper, president of Sixteen Mile Strategy Group and former CMO of a top North American bank, sees similar themes coming to market: 'Transparency and engagement with the customer on how you plan to use the data is critical...'",
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      "text": "The power—and value—of intent. Recently, we studied 7,500 consumers and employees to better understand what drives trust and, as importantly, how trust predicts future behavior.",
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      "text": "Since trust is so important to building strong customer relationships, how can brands do this well? One way is by breaking trust into actionable components.",
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      "text": "Transparency and engagement with the customer on how you plan to use the data is critical ... The second lens is value demonstration, which is how you help inform the customer of value creation and let the customer opt in and opt out of the things you're delivering. — Chris Stamper, president of Sixteen Mile Strategy Group",
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