The Role of Trust inBrand BuildingSusan Dimacali
YOUR AD HERE
How do you build  brand trust in     today’s environment?
1. Know your consumer                      Insight                    What you will   How you will sayWhat you will say   ...
1. Know your consumer
1. Know your consumer
1. Know your consumer
1. Know your consumer
2. Be honest                  Honesty                                  What the What you can                     consumer ...
2. Be honest
2. Be honest
3. Keep your promises        The bigger you are…
3. Keep your promises              The harder you fall
3. Keep your promises
4. Keep up the dialogue                         Dialogue                               Communicate in all relevantDefine c...
Friends/Family                                                      70%          Online Product                           ...
4. Keep up the dialogue  Recommendations from people known                                                      90%       ...
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth                     Authenticity Netizens are suspicious            Never, ever fake it
6. Be consistent
7. Walk the talk               Brand promiseEmployees   Management   Shareholders   Suppliers            Brand ambassadors
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk                 Mistake               Forgiveness                                   Stay     Own up      ...
8. Virtual connections enhance,but do not replace physicalinteractions
8. Virtual connections enhance,but do not replace physicalinteractions
8. Virtual connections enhance,but do not replace physicalinteractions
9. Building trust does not have tobe boring
Building trust does not have tobe boring
World’s best global brand
Coca-Cola Living Billboard AVP
Coca-Cola Happiness TruckVideo
Thank you    Susan Dimacali
PR Congress 2011 | Plenary 3 - To Buy is to Trust
PR Congress 2011 | Plenary 3 - To Buy is to Trust
PR Congress 2011 | Plenary 3 - To Buy is to Trust
PR Congress 2011 | Plenary 3 - To Buy is to Trust
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PR Congress 2011 | Plenary 3 - To Buy is to Trust

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The last session for Day 01 of the 18th National PR Congress last 22 to 23 September 2011 presented strategies and programs in which brands are able to gain the trust and confidence of their target markets.

Businesses have long realized the role of trust in building their brands – whether at the larger level of corporate brand-building or zooming into efforts to increase brand equity for products and services. Earning trust however has become more difficult for brands given the changing landscape in which brand-builders and target audiences are in.

Topic Presenter and Moderator:
Ms Susan Dimacali, President, DIMSU Consulting

Topic Discussants:
Ms. Linda Atayde
Executive Director
SM Foundation

Ms. Sharina Domingo
Chief Communications Officer
Filminera Resources

Mr. Paul Richards
President & General Manager
Mead Johnson Nutrition (Philippines), Inc.

Published in: Business, News & Politics
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Transcript of "PR Congress 2011 | Plenary 3 - To Buy is to Trust"

  1. 1. The Role of Trust inBrand BuildingSusan Dimacali
  2. 2. YOUR AD HERE
  3. 3. How do you build brand trust in today’s environment?
  4. 4. 1. Know your consumer Insight What you will How you will sayWhat you will say show it Impactful, compelling sale
  5. 5. 1. Know your consumer
  6. 6. 1. Know your consumer
  7. 7. 1. Know your consumer
  8. 8. 1. Know your consumer
  9. 9. 2. Be honest Honesty What the What you can consumer Who you are deliver experience might be Spectacular business results
  10. 10. 2. Be honest
  11. 11. 2. Be honest
  12. 12. 3. Keep your promises The bigger you are…
  13. 13. 3. Keep your promises The harder you fall
  14. 14. 3. Keep your promises
  15. 15. 4. Keep up the dialogue Dialogue Communicate in all relevantDefine consumer interactions media
  16. 16. Friends/Family 70% Online Product 45% reviews Discussion forums 20% Television 17% Product websites 15% News sources 12% 4. Keep up the dialogue 8% Influential bloggers 7% Social media sites 7% Unknown peersOMD
  17. 17. 4. Keep up the dialogue Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70%Editorial content (e.g., newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Radio 55% Billboards/Outdoor advertising 55% Emails signed up for 54% Ads before movies 52% Search engine results ads 41% Online video ads 37% Online banner ads 33% Text ads on mobile phones 24% Nielsen Wire
  18. 18. 5. Leverage word of mouth
  19. 19. 5. Leverage word of mouth
  20. 20. 5. Leverage word of mouth
  21. 21. 5. Leverage word of mouth
  22. 22. 5. Leverage word of mouth
  23. 23. 5. Leverage word of mouth Authenticity Netizens are suspicious Never, ever fake it
  24. 24. 6. Be consistent
  25. 25. 7. Walk the talk Brand promiseEmployees Management Shareholders Suppliers Brand ambassadors
  26. 26. 7. Walk the talk
  27. 27. 7. Walk the talk
  28. 28. 7. Walk the talk
  29. 29. 7. Walk the talk
  30. 30. 7. Walk the talk
  31. 31. 7. Walk the talk
  32. 32. 7. Walk the talk Mistake Forgiveness Stay Own up Clean up transparent Brand survival
  33. 33. 8. Virtual connections enhance,but do not replace physicalinteractions
  34. 34. 8. Virtual connections enhance,but do not replace physicalinteractions
  35. 35. 8. Virtual connections enhance,but do not replace physicalinteractions
  36. 36. 9. Building trust does not have tobe boring
  37. 37. Building trust does not have tobe boring
  38. 38. World’s best global brand
  39. 39. Coca-Cola Living Billboard AVP
  40. 40. Coca-Cola Happiness TruckVideo
  41. 41. Thank you Susan Dimacali

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