The document discusses how brands have lost trust over time due to dishonest actions and a lack of values and ethics. It argues that brands must rebuild trust through their values, ethics, constancy, intimacy, and creativity. Direct mail is presented as a way for brands to communicate their values and have a personal conversation with customers to regain their trust over time through an ongoing relationship. Creativity is emphasized as important for engagement rather than just focusing on ROI.

1. Winning Back Trust Through Mail

2. A creative perspective

3. Who is this person?

4. www.directnewideas.com

5. What’s happened to brands?

6. What’s happened to brands? Mercedes make a car that falls over Ford make cars that crash Firestone make tyres that burst

7. On the subject of cars…

8. Brands are up to no good Nestle dressed women up as nurses to hand out free samples of powder milk to breast-feeding mums. Just enough for them to stop lactating. And then have to buy the Nestle formula. Nike exploit child labour

9. Poisoning our children

11. Poisoning us

12. Brands are dishonest

13. Coca-Cola tried to fool us

14. Kraft lied

15. There will be consequences

16. The banks…

17. The banks

18. The people we don’t trust don’t trust each other

19. Dick Fuld

20. Politicians lie

21. Politicians lie

22. Lack of trust In 2000 4 in 10 consumers showed preference to one brand. In 2007, fewer than 1 in 10. Carlson Marketing: trust in brands is down 50% since 2000. The Henley centre reports that trust in 16 of the UK’s 17 largest, brands is reduced. Only 20% of brands are trustworthy according to Gerzema and Lebar

23. A big brand crash waiting to happen

24. How do people tell brands what they feel?

30. Brands have powerful enemies

31. And these are tough times

32. So, what is trust? It develops over time So it’s a relationship In which you can be wrong as well as right With give and take Being open and honest

33. 5 ways to rebuild trust 1. Through values 2. Through ethics 3. Through constancy 4. Through intimacy 5. Through creativity

34. Brands have to have values Values provide a platform for a consistent message An ongoing conversation Create talkability A theme with which to interact with customers/staff

35. Not just attributes

37. Recognisable values

38. In everything they do

39. Virgin

40. The letter as brand communication

41. Honda

42. It starts with the brand

43. Keeping the relationship going

44. Dirt is good

45. But better in Direct Mail

46. How to start talking about values? Repositioning helps Some brands have turned disaster into triumph And found their values

47. Jet Blue screwed up

48. They wrote to say sorry

49. Innocent’s ethics looked dodgy

50. They wrote to explain Mitchell and his colleagues tirelessly tracked down and contacted every negative blogger on their web site, to personally explain the logic of the deal. “ H aving the blog, as well as inviting people to ring us on the Banana Phone, is all about keeping in touch with our customers and inviting them to engage with us, ” says Mitchell. He believes such communication is key to keeping Innocent grounded as it grows.

51. Eurostar stranded passengers .

52. Mail is fundamental to their recovery

53. 2. The importance of ethics

54. Ethical brands Most ethical The Co-Op The Bodyshop BBC Marks & Spencer Waitrose Least ethical McDonald’s Burger King Ryan Air Nike Shell

55. Better get some ethics Brands are learning they had better get some ethics fast Or face the consequences

56. Nestle goes Fairtrade

57. Ethics – not for everyone

58. Yet! The digital revolution is making business more accountable

59. Compare and contrast

60. Corporate social responsibility

62. HD loves HB

63. Musica

64. 3. Trust through constancy Most of the money goes on acquisition Few awards for retention You shouldn’t be surprised your customers desert you

65. Retention v acquisition

66. CRM doesn’t come cheap

67. Baileys

69. Surprise and Delight

70. Saying thank you goes a long way

71. Saying thank you goes a long way

72. 4. Through intimacy It’s about being personal The connection real people make with each other

73. Real people saved Microsoft

74. A real farmer for Birdseye

75. A real farmer for Birdseye

76. The chubby grocer

77. Conversation

78. Dole introduce you to the real grower

79. What does personal mean?

80. PersonALITY

81. Having a distinct tone of voice

84. It’s knowing

86. Personal means you know me

87. 5. Through creativity Creativity has been democratised It shows you care You’ve spent time and money

88. Is any response more direct than a laugh?

90. It engages at once

91. The envelope is a poster

92. The beginning of an experience

94. It tells a story

95. Involves you

96. It engages the senses

97. A postcard that purrs

98. A letter you can eat

99. Why are these exceptions? Authenticity Reality Personality

100. Problem: data or creativity? Clients are buying data Not creativity Aided and abetted by media agencies Media agencies sell success as a result of appropriate placement All summed up in ROI

101. ROI Who doesn’t want a return on their investment? It is such a reductive concept Trying to be predictive i.e. Let’s do what we did last time Based on what everyone else is doing Allows marketers to feel in control Unambitious

102. Return on Idea You need an idea about the brand You need an idea about who you are talking to and what you want to say to them Finally you need a creative idea that will engage

103. Burger King’s idea

104. Return on idea. From….

105. To….

106. Return on Idea from Cadbury

107. Return on Idea from Cadbury

108. Dove

109. Dove - Return on Idea

110. Strategem - Return on Idea

111. In summary: Be a bit more human Ask, how can we do stuff that people will like? So they will want us as a brand friend?

112. The creative perspective