jon young, bdrc continental

Front Cover Images can be found in the Image Bank N:\Image Bank

BDRC ContinentalUnderstanding Brand Trust

Introduction

Brand trust as a concept

Mind mapping brand trust

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Introduction

Our clients tell us toSociety tell us toOur brains tell us toWhy do we care about brand trust?

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Our aima

How can organisations build brand trust?What does brand trust give us?What is brand trust?

ZMET

Zaltman Metaphor Elicitation Technique

ZMET

95% of thinking is in the subconsciousWe think in images not wordsWe think in metaphorsWe are emotional beings

What makes ZMET so special and unique6

We asked12 x Leisure Brand Loyalists to provide 5 x images each relating to brand trust

Add context of tourism and travel7

Its all about metaphors..

Surface metaphors

Deep metaphors

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Brand trust as a concept

YouBrand

The bridge of trust

Connection

Trust for either a person or a brand is built up in stages. I think trust is stepping stones. Its a connection you make over time"

J:\Current Jobs\F+\21755\Mercury 2016\Reporting\Q1/RESTRICTED ML SB#Relationship

Lots of references to connections images of bridges, chains, broken chain, comparisons to people relationships. Whether its repeat use of single use, its there.10

Container: Trusted brands protect and support you

Its about reliability and security, and a sense you can trust them because they won't let you down, and they're there to provide a service for you, they're there to protect you.

It feels like you're very much the baby in the situation so you're like a sponge and you can be manipulated in any way. You are helpless.

Quote: 11.4.16: So it was about reliability and security, and a sense that you can trust these characters because they won't let you down somehow, and they're there to provide a service for you, they're there to protect you.

Quote: Ali Epstone: It feels like you're very much the baby in the situation so you're like a sponge and you can be manipulated in any way. You are helpless. Yes, I guess helpless. Like looking back, all the times I did get manipulated, which is only maybe three, you know like everybody does, or the ones that I'm aware of, I did feel really helpless and nave and like a small, small child that didn't know any better

More the friend than the family member.

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Sacred: Honesty and transparency

Trust is all about openness, honesty and transparency. You want to look them in the eye and know you get what you see.

Negative honesty also important

Kate Gavan: Trust is about openness and transparency.

Deborah Searchwell: Just tell me the information up front, tell me what it is, tell me how much it's going to be. I don't want to have to ask 17 other questions for you to then sort of, but not really answer the question. I just want to know, so just be really see through about everything.

03 Nick CHapman.: Brands feel like they're really shaking your hand and saying, 'Come this way. I've got something nice for you and you're going to like this,' and they're genuine.

It's duped, frustrated, annoyed, angry, confused, let down, disappointed, but actually stronger than disappointed because you're paying money and you're trusting that you're going to get what you were sold or promised.

Deborah Searchwell: That's just the brand and that is a replacement for whatever good stuff he thought he was going to fall into, so if it's the brand, whatever price guarantee or whatever they've promised, that's now been replaced with two stars, and one of those crosses and a small number one, and then reading down to the terms and conditions where it says, 'Offer excludes...', and then the second star says, 'Not valid from the 2nd January to 31st December of any year. Offer not valid between 9:00 and 1:00 on the 1st January.' So, pretty much all of the exclusion clauses, all of the small print, all of the things that he did not see or expect when he walked up the steps and saw the loving faces of his team that were going to catch him or the pillows.

Nick Chapman: Disneyland is like that, isn't it? They say, 'One ticket buys everything.' You get there and they're trying to flog this, flog that. 'Oh no, but that's a different ride. That's a different' so before you know it, you spend all this money and, oh my God, I came here with all this money and now I ended the day, I've bought a Coca-Cola for 3.50 but my kid was crying, saying, 'I want a Coca-Cola,' so you had to do it.

Ali Epstone: I think in lots of industries there are people that are trying to pull you in and then change you and mould you and stuff further down the line. Brands do the same as well. They get your attention with all the big colours and the flashing lights, and then it's maybe not what it seems further down the line.

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Resource: Knowledge and information

A parachutist has got to trust his equipment and he's got to trust his skill because he is literally on his own.

You feel like you've got to be guarded. If you were buying a car, you'd probably put some more armour on than normal. You've got more armour to take more beatings if needed.

With Emirates , we wouldn't have any armour because there is no need for it. Theyre like an old friend that you'd go to that you'd rely on. Theres that connection.

151213_0118: A parachutist - when he jumps out of plane or jumps off a high building or rock - has, to me, two trust issues; he's got to trust the equipment and he's got to trust his skill because you are literally on your own.

Quote: Ali Epsone: You feel like you've got to be guarded I think. Like if you were buying a car, you'd probably put some more armour on than normal because car salesmen generally are quite, they are really good at selling you the one that they need to get rid ofYes, almost because you don't know as much as the subject you've got more armour to take more beatings if needed.

Quote: Ali Epstone: They dont need any armour because they've got that computer that you can't see, so that's the ultimate kind of weapon.

Quote: Ali Epstone: We wouldn't have any armour because there is no need for it. It's almost like a friend, like that connection thing. It's like an old friend that you'd go to that you'd rely on kind of thing, so in terms of that particular brand there is no sense of any negativity. 13

Balance: Consistency, simplicity and clarity of purpose

You know it's always going to be the same. You know it's not going to change, and if it does, it's probably going to change for the better because they've got your best interest at heart,

Ali Epstone: I think Burger King know exactly who they are and they have the same thing as Doc Martins to me. They are what they are and that's what they do whereas McDonald's I feel they're a bit more mischievous and there is a lot more manipulation there, so as a character someone a bit shifty

Ali Epstone: Because everyone knows that a McDonald's once in a while is, you know, it's just something to enjoy, if you eat that sort of stuff, but to rebrand it with all this green, you know using those colours green and brown to make it look more organic and healthy and trying to push the salad sort of stuff on it, it's almost, I don't know, I always just think you should just stick to what you are doing and not trying to please everyone, and that to me is hiding the fact that you are selling fast food which is not the greatest thing for you. That makes me disrespect it in a way.

Tamsyn Blake: You know it's always going to be the same. You know it's not going to change, and if it does, it's probably going to change for the better because they've got your best interest at heart,

Deborah Searchwell: it's duped, frustrated, annoyed, angry, confused, let down, disappointed, but actually stronger than disappointed because you're paying money and you're trusting that you're going to get what you were sold or promised.

Ali Epstone: You don't have time to really connect with it because they are trying to show you lots of different things14

Outcomes: Balance and connection

Your container

The bridge of trust

ResourceSupportHonestySimplicity

Connection

BalanceFreedomBrand container

J:\Current Jobs\F+\21755\Mercury 2016\Reporting\Q1/RESTRICTED ML SB#You own the bridge you are building it, you are in charge of it

Birds tweeting in the background16

The bridge of trust

ResourceSupportSimplicity

Con tion

Trickery

HonestyBrand container

Your container


Thunder clap in the background17

The bridge of trust


Connection

FAMILIARITY/AWARENESS

TIME

RISK

Brand container

Your container

BalanceFreedom

J:\Current Jobs\F+\21755\Mercury 2016\Reporting\Q1/RESTRICTED ML SB#12.4.16 SB You get to trust your colleagues over a period of time, if you can depend on them, if they'll help you out. If they're going to say they're going to do something and they do it, that's an indication that you could maybe trust them again. But if they don't do it or they let you down, that weakens. So I think trust is stepping stones, really.

Phillip Ennis: There comes a point where once you've - not been caught; once you've genuinely done two or three things dishonestly, you won't get my trust back

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Mind-mapping brand trust

What is mind mapping?ATTRIBUTEPSYCHOSOCIAL OUTCOMEEMOTIONFUNCTIONAL OUTCOMEHow do people feel as a result?Describe what happens to people as a result of these functional outcomesDescribe the outcomes (benefits or downsides) which are linked with these attributes (by consumers)Describe aspects or facets of the topic under discussion

Consensus mapping illustrates a simplified neural network for the topic.How does one bit of trust connect with all of the other bits?

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Branded goods/ servicesEstablished/ traditionEndorsements Recommend-ationsReliableRiskKnowledgeGuaranteesBuilding viewsSurprisesMaking decisionsLessonsBeing respectedSecurityConfidentControl/ lack of controlFrustrationDisappointmentBalanceAuthentic / transparencySuccess/ euphoriaExperienceExcitementInformationQualityRespect/ disrespect

AttributePsychosocial outcomeEmotionFunctional outcomeMeeting expectationsComfort zoneValue for moneyCheated/ trickedValidation

Potentially show this at the end to show what the full map looks like?Explain that it can be used strategically by brands they can choose where on the map they would like to be and look down the ladder to see what that means for them in terms of communications and product offering.21

Trusted brands are often establishedYou know that they've been there for a long time, that they're skilled and you would point people in that direction. If someone said to you, 'Where would you go to get a decent suit', you'd probably say, 'Well, check out Savile Row.EstablishedReliableSecureConfidentRespectedMeeting expectationsComfort zone

AttributePsychosocial outcomeEmotionFunctional outcome

Established. You need to be known and memorable

If a company is able to emphasise elements of tradition and establishment this can lead to security and control as well as reliability and respect.

Showing things like how long the company has been going for, any areas it specialises in/ is known for.

For newer companies it is more difficult but if they are relatively small it may be possible to transfer some of these attributes to the individuals (e.g. the person running the hotel has xxx experience).22

Trusted brands are often endorsedWhat I trust is recommendations from people in the same boat as myself. Marketing often has to be taken with a grain of salt.Branded goodsEndorsementsKnowledgeMaking decisionsContentedSuccess/ euphoriaPrevious experienceComfort zoneValidation


Celebrity endorsements

Consumers are looking for ways to build knowledge which helps them to make successful decisions and makes them feel secure.

Whilst some of this comes from past experience, it is also linked to perceptions.

For well known brands perceptions are already established, and just the mention of the brand name alone makes people think in a certain way.

However for less well known brands people look to imitate this by looking for endorsements and recommendations that can provide the same validations.

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Trusted brands create the flipping heck effectI went away with my wife to a hotel and the book-in staff had asked her why are you coming. She said it's our anniversary and nothing else was said. When we got to our room there was a nice card, 'Happy anniversary' and a bottle of some alcohol and to us that was like, wow, flipping heck. .SurprisesBeing respectedConfidentContentedSuccessfulExcited/ DelightedGreat quality


In many cases trust is linked to stable emotions feeling balanced, secure and comfortable.

Quality itself can have this same effect, by making people feel like they are being respected and in turn they feel confident and balanced.

However if the quality goes beyond respected the customer, and can come across as a surprise then this can lead to excitement and euphoria. These types of emotions go beyond people being comfortable to use a brand, and are therefore build even stronger connections and the potential for recommendations (starting the cycle of trust all over again).

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To avoid negative emotions, it is all about quality and authenticityYes, just if the hotel looks great on their website, and then you get there and it's a pokey room, and it's got a horrible view, and it may be really noisy, and it's non-smoking but you can tell someone's been smoking in there before So I find that if they don't deliver, then that's disappointing.FrustrationDisappointmentLack of clarityPoor qualityPoor value for moneyCheated/ tricked


Brands need to avoid finding themselves on this part of the map.

The negative emotions result from feeling cheated or tricked. This links back to perceptions:- Is the product/ service worth what they are paying, or do they feel like they have paid over the odds? This doesnt meant the product has to be cheap, but that the quality matches up to what they expected from the priceIs the brand authentic and transparent, or are there things that the customer is missing?

It is about making sure that anything communicated about the brand can be delivered.

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Branded goods/ servicesEstablished/ traditionEndorsements Recommend-ationsReliableRiskKnowledgeGuaranteesBuilding viewsSurprisesMaking decisionsLessonsBeing respectedSecurityConfidentControl/ lack of controlFrustrationDisappointmentBalanceAuthentic / transparencySuccess/ euphoriaExperienceExcitementInformationQualityRespect/ disrespect

AttributePsychosocial outcomeEmotionFunctional outcomeMeeting expectationsComfort zoneValue for moneyCheated/ trickedValidation

Potentially show this at the end to show what the full map looks like?Explain that it can be used strategically by brands they can choose where on the map they would like to be and look down the ladder to see what that means for them in terms of communications and product offering.26

Your container

The bridge of trust


Connection

BalanceFreedomBrand container


Birds tweeting in the background27

Final thoughts

AuthenticAuthenticity

Effective

Noticed

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Any questions?

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