That takes sensitivity to the audience, openess and more listening than lecturing. Most of it depends on a history of straight dealing and marketing based on real experience rather than sound bites. Camelot's distance from its audience and dependence on its monopoly position and sexy ads left it exposed when the scandal hit the fan. It is now forever condemned to play catch-up. The scandal and backlash has not hit the City, but it will, and only those businesses which have strong relationships with their clients will weather it.
Marketing is about preserving business relationships as much as it is about getting new ones.