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.