branding, trust and the empowered consumer: mumbai edition
Post on 18-Oct-2014
3.521 views
DESCRIPTION
My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest. Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust. This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust.TRANSCRIPT
![Page 1: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/1.jpg)
Branding, Trust and the Empowered Consumer:why our brands must be SOCIAL
2009 WORLD BRAND CONGRESSERIC WEAVER
![Page 2: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/2.jpg)
2
![Page 3: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/3.jpg)
3
revenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenuerevenue revenue revenue revenue revenue
revenuerevenue revenue revenue revenue revenue revenue
![Page 4: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/4.jpg)
4
“Does it last longer than a quarter?”
![Page 5: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/5.jpg)
5
![Page 6: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/6.jpg)
6
“How the hell did my dream job turn into THIS???”
![Page 7: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/7.jpg)
7
Let’s step back and look at the business of connecting brands to customers.
![Page 8: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/8.jpg)
The Outbound Marketing Machine◼ A $1TT global
machine◼ Each niche = a full
industry◼ Rewarded for
storytelling / intrusion / repetition
◼ Brand value spread and equity built over time, through the outbound machine
◼ Pretty much unchanged for 150 yrs
8
![Page 9: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/9.jpg)
Monolithic branding
◼ Limited product choice
◼ Limited media channels
◼ Longer brand interactions
◼ Higher barriers to entry
9
![Page 10: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/10.jpg)
Monolithic branding
◼ Limited product choice
◼ Limited media channels
◼ Longer brand interactions
◼ Higher barriers to entry
10
![Page 11: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/11.jpg)
Monolithic branding
◼ Limited product choice
◼ Limited media channels
◼ Longer brand interactions
◼ Higher barriers to entry
11
![Page 12: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/12.jpg)
12
The waning power of the Outbound Voice:
US ad spend plunges 14.2%; only online posts growth. (TNS Media Intelligence, 2009)
![Page 13: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/13.jpg)
13
Four cultural trends are killing the outbound marketing model.
![Page 14: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/14.jpg)
CHANGE #1: trust is being challenged, particularly in the US.
14
![Page 15: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/15.jpg)
Global recession = impact to trust in business.
15
![Page 16: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/16.jpg)
16
![Page 17: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/17.jpg)
17
CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information
![Page 18: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/18.jpg)
18
GOOGLE: the front door◼ SEARCH: people, products,
info, media I care about◼ EXPRESSION via blogs,
opinion sites, ratings◼ SHARING what we like, or
hate
Which means, generally, consumers don’t need advertising, marketing or PR (TimeToRethink)
![Page 19: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/19.jpg)
MARKETERS
MEDIA
EMPLOYEES
CUSTOMERS BLOGGERS
TRADE ORGS
INVESTORS
ANALYSTS
GOVERNMENT
CHANGE #3:THE NEW
CACOPHONY.
![Page 20: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/20.jpg)
20
CHANGE #4: people turn to PEERS when risk is high, more choices to review, less time for research.
![Page 21: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/21.jpg)
21
Who are the credible people giving me company/product info? HIGHEST: 47% trust their peers. LOWEST: 13% trust marketers. 2009 EDELMAN TRUST BAROMETER
![Page 22: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/22.jpg)
22
![Page 23: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/23.jpg)
23
Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63% 25-34 share trust/distrust on the web. 2008 EDELMAN TRUST BAROMETER
![Page 24: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/24.jpg)
24
Trust drives preference91% choose to buy from companies they trust, 77% refuse the distrusted.2009 EDELMAN TRUST BAROMETER
Bottom line: TRUST DRIVES TRANSACTIONS.
![Page 25: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/25.jpg)
25
CONSUMERS WANT PROOF OF YOUR INTENTIONS: “How much more would you trust a company for taking these actions?”2009 EDELMAN TRUST BAROMETER
![Page 26: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/26.jpg)
26
Growing revenue is not about clever taglines, elegant identities, or being loudest. It’s not about the latest shiny object.
REVENUE COMES FROM PEOPLE TRUSTING YOU.
![Page 27: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/27.jpg)
So build a trust strategy into your brand. Where are you trusted? Where are you distrusted?Which brand attributes build trust and which don’t?Think through proof points and executional steps to create them.
27
![Page 28: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/28.jpg)
28
DON’T KILL TRUST THROUGH INTRUSION. Don’t interrupt search. Be found/referred. Don’t talk about value, demonstrate it.
SOCIAL CHANNELS LET YOU BUILD PROOF POINTS. Offer proof you know your stuff, you have a vision for sector/market, that others took a chance & benefitted; that you are ethical, easy, trustworthy, fun! Proof = trust.
EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU. Give customers a voice. Amplify their words. Make sharing their trust in your value effortless.
![Page 29: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/29.jpg)
29
Trust killerLook for and target your organization’s trust soft-spots. Rebuild trust there with proof points. Take fodder from conspiracy theorists.
![Page 30: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/30.jpg)
30
Trust killer
![Page 31: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/31.jpg)
Trust killer
31
![Page 32: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/32.jpg)
32
Building trust socially
![Page 33: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/33.jpg)
BEFORE: Starbucks was slow to adopt social media. This was what people found.
![Page 34: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/34.jpg)
AFTER: Proof of interest in listening to consumers. 75k ideas in 6 mos.
34
![Page 35: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/35.jpg)
35
AFTER: Starbucks demonstrates commitment through partners
![Page 36: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/36.jpg)
BEFORE: consumer-generated brand hate.
Remember, search loves conversation and extends across time.
36
![Page 37: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/37.jpg)
AFTER: customer service superstars
![Page 38: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/38.jpg)
BEFORE: quiet branding, low relevance to new customer base.
38
![Page 39: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/39.jpg)
39
AFTER: trust generated, 2300 new accounts, $4 million.
![Page 40: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/40.jpg)
PROOF OF INTENTION: leveraging social causes to focus conversation (and brand) on giving back.
40
![Page 41: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/41.jpg)
41
Final thoughts
![Page 42: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/42.jpg)
42
What’s the one area we can impact?
Source: Agent Wildfire
![Page 43: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/43.jpg)
43
We need strong brands, more now than ever
![Page 44: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/44.jpg)
44
BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust.
GENS X&Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust.
![Page 45: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/45.jpg)
45
NOT SOME INSIGNIFICANT FAD. Google gave us search. Social media gives us sharing, connecting.
SHARING MEANS BEING FOUND. Google is the front door. If you don’t share, you’re not found.
NOT “ONE MORE THING TO DO.” This is reconstructing your brand to leverage consumer power. (How’d that last trade show budget work out?)
![Page 46: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/46.jpg)
46
EXAMINE YOUR LENS. your branding architecture, strategy and approach from a prospective of trust and with a social lens.
OFFER PROOF POINTS. Demonstrate your knowledge, your vision and trustworthiness.
ESPECIALLY WHEN THEY “ACTIVATE” around a cause, around a problem, or around a controversy that involves your offering.
![Page 47: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/47.jpg)
47
Social activationWomen across India gifted pink panties to Sri Ram Sene to protest the violence against women in the Mangalore pub. The Pink Chaddi campaign attracted 34,032 members and counting — making it one of the most memorable socially-activated campaigns in India.
![Page 48: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/48.jpg)
48
![Page 49: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/49.jpg)
49
![Page 50: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/50.jpg)
NAMASTEme: twitter.com/weave company: tribalddb.caslides: slideshare.net/weavein Mumbai: [email protected]
![Page 51: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/51.jpg)
About Tribal DDB
51
![Page 52: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/52.jpg)
A worldwide network of tribes
◼ 53 full-service offices◼ 25 countries◼ 1,500 people
![Page 53: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/53.jpg)
Services
◼ Digital brand strategy◼ Customer experience design◼ Usability◼ Interactive advertising◼ Media planning & buying◼ Social network/community design◼ Community cultivation (RadarDDB)◼ Search engine marketing◼ Engagement analytics
Expertise
◼ Web◼ Mobile/iPhone◼ Interactive interfaces◼ Kiosks◼ GPS
Platforms
![Page 54: Branding, Trust and the Empowered Consumer: Mumbai Edition](https://reader037.vdocument.in/reader037/viewer/2022103013/54423288afaf9fe3098b45a2/html5/thumbnails/54.jpg)
Some North American clients