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The Brand Blueprint for Building Trust Jonnie Cahill Head of Communications & Sponsorships O2 Ireland
Marketing – the last five years
Brands give us an instant value judgement
Brands give us an instant value judgement
Brands give us an instant value judgement
Brands give us an instant value judgement
Brands give us an instant value judgement
“ Shortcuts in a cluttered world” ,[object Object],[object Object],[object Object],[object Object],} BENEFITS Only if they offer
The great brands deliver a mix of functional and emotional benefits It’s not enough just to be good at what you do If you compete purely on functional terms In the end, someone will take you out
Brands have a critical role to play in building trust Judgements are: - made in an instant - not  always (in the beginning) based on fact Trust is an overarching sentiment and can’t be created in isolation of the other  parts of the brand.  Its about the whole brand
The 10 Commandments of Building Trust in your brand
[object Object],“ J’member this.  J’member that.  J’member the time Dublin won the All-Ireland?  No? Not to worry. Nobody seems to j’member that at all…..” LVA Radio 2009
2. Say sorry when you screw up (because that’s what people do)
3. It’s okay to say something is a bit crap  (as long as you are going to do something about it)
4. It’s not always a linear process (It’s okay to grab something and go really big)
5. Trust is best delivered in a human tone (Because it’s connected to empathy)
6. Make it about customers Its not about trusting  you Its about trusting that you  (more than anyone else)   can help them do what they need to
7. Nouns are bad (really really bad)
8. Be for something /  be against something (But be passionate)
9. Build things for the 99% (Not for the 1%)
10. When you do interesting things good things happen Those that associate O2 with Sport Higher scores on several CSI driving metrics inc TRUST and VALUE
11. Be consistent with who you are
Its difficult to do but in the end actions will always speak louder than words
Why does any of this matter for brands Because the judge and jury have changed Because its okay to be profitable and trusted They are not mutually exclusive Because a lack of trust kills all relationships in the end And your relationship is the only thing you have!
Thanks

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Building trust presentation 19th may

  • 1. The Brand Blueprint for Building Trust Jonnie Cahill Head of Communications & Sponsorships O2 Ireland
  • 2. Marketing – the last five years
  • 3.
  • 4.
  • 5.
  • 6. Brands give us an instant value judgement
  • 7. Brands give us an instant value judgement
  • 8. Brands give us an instant value judgement
  • 9. Brands give us an instant value judgement
  • 10. Brands give us an instant value judgement
  • 11.
  • 12. The great brands deliver a mix of functional and emotional benefits It’s not enough just to be good at what you do If you compete purely on functional terms In the end, someone will take you out
  • 13. Brands have a critical role to play in building trust Judgements are: - made in an instant - not always (in the beginning) based on fact Trust is an overarching sentiment and can’t be created in isolation of the other parts of the brand. Its about the whole brand
  • 14. The 10 Commandments of Building Trust in your brand
  • 15.
  • 16. 2. Say sorry when you screw up (because that’s what people do)
  • 17. 3. It’s okay to say something is a bit crap (as long as you are going to do something about it)
  • 18. 4. It’s not always a linear process (It’s okay to grab something and go really big)
  • 19. 5. Trust is best delivered in a human tone (Because it’s connected to empathy)
  • 20. 6. Make it about customers Its not about trusting you Its about trusting that you (more than anyone else) can help them do what they need to
  • 21. 7. Nouns are bad (really really bad)
  • 22. 8. Be for something / be against something (But be passionate)
  • 23. 9. Build things for the 99% (Not for the 1%)
  • 24. 10. When you do interesting things good things happen Those that associate O2 with Sport Higher scores on several CSI driving metrics inc TRUST and VALUE
  • 25. 11. Be consistent with who you are
  • 26. Its difficult to do but in the end actions will always speak louder than words
  • 27. Why does any of this matter for brands Because the judge and jury have changed Because its okay to be profitable and trusted They are not mutually exclusive Because a lack of trust kills all relationships in the end And your relationship is the only thing you have!