Brian Niccol, CMO of Pizza Hut, comments in Marketing News on building brand trust with consumers….

“In today’s environment, the brands that will win are the ones that build trust and put consumers’ minds at ease by providing choice reassurance. Nobody wants to feel or believe they wasted a buck in these uncertain times. How do you do this? Affordable relevant differentiation!”

I can’t agree more. Simplify in the consumers' minds your brand as a good bang for their buck, an affordable product but not cheap. Be consistent in performance, delivery, and what you market as your brand. If you stick to your brand and your promise, consumers will select your brand today and in the future.