{"id":5516,"date":"2021-04-13T14:10:10","date_gmt":"2021-04-13T19:10:10","guid":{"rendered":"https:\/\/www.atom.com\/blog\/?p=5516"},"modified":"2024-10-08T08:06:16","modified_gmt":"2024-10-08T13:06:16","slug":"research-brand-positioning-trust-vs-innovation","status":"publish","type":"post","link":"https:\/\/www.atom.com\/blog\/research-brand-positioning-trust-vs-innovation\/","title":{"rendered":"Research: Brand Positioning, Trust vs Innovation"},"content":{"rendered":"<h2><strong>Problem<\/strong><\/h2>\n<p>Entrepreneurs, Brand Managers, and Product Leaders too often choose the wrong brand positioning for the new venture or rebrand<\/p>\n<h2><strong>Survey Summary<\/strong><\/h2>\n<p><strong>Number of Responses:<\/strong> 301<\/p>\n<p><strong>Who we targeted:<\/strong> A general panel within the United States<\/p>\n<p><strong>Age:<\/strong> 25-65<\/p>\n<p><strong>Gender:<\/strong> Men 171 Responses \/ Women 130 Responses<\/p>\n<p><strong>Channel:<\/strong> Third Party Online Research Tool<\/p>\n<p><strong>Survey Question:<\/strong> Would you be more interested in working with a new, innovative company or a historied, trusted organization?<\/p>\n<p><strong>Conducted:<\/strong> Q1 2021<\/p>\n<h2>Results<\/h2>\n<h3>Overall\u00a0<\/h3>\n<h4><img loading=\"lazy\" decoding=\"async\" width=\"1746\" height=\"326\" class=\"alignnone wp-image-5521 size-full\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1.png\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1.png 1746w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1-300x56.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1-1024x191.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1-768x143.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1-1536x287.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1-720x134.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1-580x108.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Pasted-1-320x60.png 320w\" sizes=\"(max-width: 1746px) 100vw, 1746px\" \/><\/h4>\n<h3>Gender\u00a0<\/h3>\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"290\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-1024x290.png\" alt=\"\" class=\"wp-image-5530\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-1024x290.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-300x85.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-768x218.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-1536x436.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-720x204.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-580x164.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM-320x91.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.17-PM.png 1742w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Men&nbsp;<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"289\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-1024x289.png\" alt=\"\" class=\"wp-image-5523\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-1024x289.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-300x85.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-768x217.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-1536x434.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-720x204.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-580x164.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM-320x90.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.50.59-PM.png 1712w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Women<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"279\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-1024x279.png\" alt=\"\" class=\"wp-image-5527\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-1024x279.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-300x82.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-768x209.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-1536x419.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-720x196.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-580x158.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM-320x87.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.14-PM.png 1790w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Age&nbsp;<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"320\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-1024x320.png\" alt=\"\" class=\"wp-image-5540\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-1024x320.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-300x94.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-768x240.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-1536x481.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-720x225.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-580x181.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM-320x100.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.58.59-PM.png 1764w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">25-34<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"313\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-1024x313.png\" alt=\"\" class=\"wp-image-5534\" style=\"width:580px;height:177px\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-1024x313.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-300x92.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-768x235.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-1536x470.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-720x220.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-580x177.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM-320x98.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.51.53-PM.png 1772w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">35-44<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"317\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-1024x317.png\" alt=\"\" class=\"wp-image-5532\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-1024x317.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-300x93.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-768x238.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-1536x476.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-720x223.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-580x180.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM-320x99.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.04-PM.png 1762w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">45-54<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"311\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-1024x311.png\" alt=\"\" class=\"wp-image-5522\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-1024x311.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-300x91.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-768x234.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-1536x467.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-720x219.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-580x176.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM-320x97.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.14-PM.png 1782w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">55-64<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"319\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-1024x319.png\" alt=\"\" class=\"wp-image-5529\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-1024x319.png 1024w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-300x93.png 300w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-768x239.png 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-1536x478.png 1536w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-720x224.png 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-580x181.png 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM-320x100.png 320w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-13-at-1.52.24-PM.png 1754w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"2150\" src=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results.jpg\" alt=\"\" class=\"wp-image-5541\" style=\"width:801px\" srcset=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results.jpg 800w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-112x300.jpg 112w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-381x1024.jpg 381w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-768x2064.jpg 768w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-572x1536.jpg 572w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-762x2048.jpg 762w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-720x1935.jpg 720w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-580x1559.jpg 580w, https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/Survey-Results-320x860.jpg 320w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure><\/div>","protected":false},"excerpt":{"rendered":"<p>Problem Entrepreneurs, Brand Managers, and Product Leaders too often choose the wrong brand positioning for the new venture or rebrand Survey Summary Number of Responses: 301 Who we targeted: A general panel within the United States Age: 25-65 Gender: Men 171 Responses \/ Women 130 Responses Channel: Third Party Online Research Tool Survey Question: Would [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":10357,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[835],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Research: Brand Positioning, Trust vs Innovation - Atom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/blog\/research-brand-positioning-trust-vs-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Research: Brand Positioning, Trust vs Innovation - Atom\" \/>\n<meta property=\"og:description\" content=\"Problem Entrepreneurs, Brand Managers, and Product Leaders too often choose the wrong brand positioning for the new venture or rebrand Survey Summary Number of Responses: 301 Who we targeted: A general panel within the United States Age: 25-65 Gender: Men 171 Responses \/ Women 130 Responses Channel: Third Party Online Research Tool Survey Question: Would [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.atom.com\/blog\/research-brand-positioning-trust-vs-innovation\/\" \/>\n<meta property=\"og:site_name\" content=\"Atom\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/atomdotcom\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-13T19:10:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-08T13:06:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2021\/04\/trust.jpeg\" \/>\n\t<meta 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