The document discusses the impact of disinformation on brand communication in the age of social media, emphasizing the erosion of trust among consumers. It highlights the necessity for brands to simplify messaging to maintain credibility and engage with consumers effectively. Solutions are proposed to address disinformation by leveraging social media insights to build 'new trust' through acknowledgment and engagement.

1. Festival of #NewMR
2019
Disinformation -
The Barbarian at the Gate of
Brand Communication
Dávid Gáspár
Research Director
Presentation copyright, the presenters and NewMR.
Intellectual Property Rights, the presenters. Please credit when using.

2. Festival of #NewMR
2019

3. Festival of #NewMR
2019
Before social media
Controlled and limited flow of information
TRUST
They are pretty invisible, huh?

4. Festival of #NewMR
2019
Age of Social Media
Democratization
vs
All the craze let loose
TRUST

5. Festival of #NewMR
2019
Lack of trust defines our times
TRUST
.... It affects all your consumer segments
Not only harms democracies
But destroys brands, too
It’s not just a few crazies...

6. Festival of #NewMR
2019
Disinformation undercuts brand credibility
• soft drink company – what is a healthy soft drink?
Ø Just provide the bottle around an otherwise untouched, natural product
Ø The more brands say, the less consumers believe – keep it simple!
Ø Any brand communication is suspicious

7. Festival of #NewMR
2019
’New trust’ – acknowledge and engage
Disinformation
• Caused by social media
• Must be solved by social media
”Insights without asking”
• Best representation of consumers’ emotional drivers
ü Make the consumers’ perspective visible and acknowledge
ü Enable yourself to engage them and gain ’new trust’
TRUST

8. Festival of #NewMR
2019
NewMR 2019 Sponsors
Communication
Gold
Silver

9. Festival of #NewMR
2019
Q & A
Dávid Gáspár
Research Director
Ray Poynter
NewMR
Presentation copyright, the presenters and NewMR.
Intellectual Property Rights, the presenters. Please credit when using.