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Branding, Trust and the Empowered Consumer: Mumbai Edition

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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.

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Branding, Trust and the Empowered Consumer: Mumbai Edition

  1. 1. Branding, Trust and the Empowered Consumer:why our brands must be SOCIAL<br />2009 WORLD BRAND CONGRESS<br />ERIC WEAVER<br />
  2. 2. 2<br />
  3. 3. revenue revenue revenue revenue revenue revenue<br />3<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenuerevenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />revenue revenue revenue revenue revenue revenue<br />
  4. 4. 4<br />“Does it last longer than a quarter?”<br />
  5. 5. 5<br />
  6. 6. “How the hell did my dream job turn into THIS???”<br />6<br />
  7. 7. Let’s step back and look at the business of connecting brands to customers.<br />7<br />
  8. 8. The Outbound Marketing Machine<br />A $1TT global machine<br />Each niche = a full industry<br />Rewarded for storytelling / intrusion / repetition<br />Brand value spread and equity built over time, through the outbound machine<br />Pretty much unchanged for 150 yrs<br />8<br />
  9. 9. Monolithic branding<br />Limited product choice<br />Limited media channels<br />Longer brand interactions<br />Higher barriers to entry<br />9<br />
  10. 10. Monolithic branding<br />Limited product choice<br />Limited media channels<br />Longer brand interactions<br />Higher barriers to entry<br />10<br />
  11. 11. Monolithic branding<br />Limited product choice<br />Limited media channels<br />Longer brand interactions<br />Higher barriers to entry<br />11<br />
  12. 12. 12<br />The waning power of the Outbound Voice:<br />US ad spend plunges 14.2%; only online posts growth. (TNS Media Intelligence, 2009)<br />
  13. 13. Four cultural trends are killing the outbound marketing model.<br />13<br />
  14. 14. CHANGE #1: trust is being challenged, particularly in the US.<br />14<br />
  15. 15. Global recession = impact to trust in business.<br />15<br />
  16. 16. 16<br />
  17. 17. 17<br />CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information<br />
  18. 18. 18<br />GOOGLE: the front door<br /><ul><li>SEARCH: people, products, info, media I care about
  19. 19. EXPRESSIONvia blogs, opinion sites, ratings
  20. 20. SHARINGwhat we like, or hate</li></ul>Which means, generally, consumers don’t need advertising, marketing or PR (TimeToRethink)<br />
  21. 21. CUSTOMERS<br />BLOGGERS<br />CHANGE #3:<br />THE NEW<br />CACOPHONY.<br />EMPLOYEES<br />TRADE ORGS<br />MEDIA<br />INVESTORS<br />ANALYSTS<br />MARKETERS<br />GOVERNMENT<br />
  22. 22. 20<br />CHANGE #4: people turn to PEERS when risk is high, more choices to review, less time for research. <br />
  23. 23. 21<br />Who are the credible people giving me company/product info?<br />HIGHEST: 47% trust their peers. <br />LOWEST: 13% trust marketers.2009 EDELMAN TRUST BAROMETER<br />
  24. 24. 22<br />
  25. 25. 23<br />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<br />
  26. 26. 24<br />Trust drives preference<br />91% choose to buy from companies they trust, 77%refuse the distrusted.<br />2009 EDELMAN TRUST BAROMETER<br />Bottom line: TRUST DRIVES TRANSACTIONS.<br />
  27. 27. 25<br />CONSUMERS WANT PROOF OF YOUR INTENTIONS: “How much more would you trust a company for taking these actions?”<br />2009 EDELMAN TRUST BAROMETER<br />
  28. 28. 26<br />Growing revenue is not about clever taglines, elegant identities, or being loudest. It’s not about the latest shiny object. <br />REVENUE COMES FROM PEOPLE TRUSTING YOU.<br />
  29. 29. So build a trust strategy into your brand. <br />Where are you trusted? Where are you distrusted?<br />Which brand attributes build trust and which don’t?<br />Think through proof points and executional steps to create them.<br />27<br />
  30. 30. 28<br />DON’T KILL TRUST THROUGH INTRUSION. Don’t interrupt search. Be found/referred. Don’t talk about value, demonstrate it.<br />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.<br />EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU. Give customers a voice. Amplify their words. Make sharing their trust in your value effortless.<br />
  31. 31. 29<br />Trust killer<br />Look for and target your organization’s trust soft-spots. Rebuild trust there with proof points. Take fodder from conspiracy theorists.<br />
  32. 32. 30<br />Trust killer<br />
  33. 33. Trust killer<br />31<br />
  34. 34. Building trust socially<br />32<br />
  35. 35. BEFORE: Starbucks was slow to adopt social media. This was what people found.<br />
  36. 36. AFTER: Proof of interest in listening to consumers. 75k ideas in 6 mos.<br />34<br />
  37. 37. 35<br />AFTER: Starbucks demonstrates commitment through partners<br />
  38. 38. BEFORE: consumer-generated brand hate. Remember, search loves conversation and extends across time.<br />36<br />
  39. 39. AFTER: customer service superstars<br />
  40. 40. BEFORE: quiet branding, low relevance to new customer base.<br />38<br />
  41. 41. 39<br />AFTER: trust generated, 2300 new accounts, $4 million.<br />
  42. 42. PROOF OF INTENTION: leveraging social causes to focus conversation (and brand) on giving back.<br />40<br />
  43. 43. Final thoughts<br />41<br />
  44. 44. What’s the one area we can impact?<br />42<br />Source: Agent Wildfire<br />
  45. 45. We need strong brands, more now than ever<br />43<br />
  46. 46. 44<br />BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust.<br />GENS X&Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust.<br />
  47. 47. 45<br />NOT SOME INSIGNIFICANT FAD. Google gave us search. Social media gives us sharing, connecting.<br />SHARING MEANS BEING FOUND. Google is the front door. If you don’t share, you’re not found. <br />NOT “ONE MORE THING TO DO.” This is reconstructing your brand to leverage consumer power. (How’d that last trade show budget work out?)<br />
  48. 48. 46<br />EXAMINE YOUR LENS. your branding architecture, strategy and approach from a prospective of trust and with a social lens.<br />OFFER PROOF POINTS. Demonstrate your knowledge, your vision and trustworthiness. <br />ESPECIALLY WHEN THEY “ACTIVATE” around a cause, around a problem, or around a controversy that involves your offering.<br />
  49. 49. 47<br />Social activation<br />Women across India gifted pink panties to Sri Ram Seneto 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.<br />
  50. 50. 48<br />
  51. 51. 49<br />
  52. 52. NAMASTE<br />me:twitter.com/weave <br />company:tribalddb.ca<br />slides:slideshare.net/weave<br />in Mumbai: max@tribalddbindia.com<br />
  53. 53. About Tribal DDB<br />51<br />
  54. 54. A worldwide network of tribes<br />53 full-service offices<br />25 countries<br />1,500 people<br />
  55. 55. Services<br />Digital brand strategy<br />Customer experience design<br />Usability<br />Interactive advertising<br />Media planning & buying<br />Social network/community design<br />Community cultivation (RadarDDB)<br />Search engine marketing<br />Engagement analytics<br />Expertise<br />Platforms<br />Web<br />Mobile/iPhone<br />Interactive interfaces<br />Kiosks<br />GPS<br />
  56. 56. Some North American clients<br />

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