building brand trust - insight innovationinsightinnovation.org/iiex-presentations/na18/scott.pdf ·...

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IN AN OMNI-CHANNEL WORLDBUILDING BRAND TRUST

2

3

MEDIA SCEPTICISM

DECLINING

DATA OVERLOAD

SOCIAL MEDIA

Why study trust now?

4

The more trusted you are…

The more of a price premium you can charge

+10%

+13%

5

ONFOCUS FEATURES

How to study brand trust

6

Five factors to promote trust

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EXPERIENCE

Five factors to promote trust

8

Only Positive:

6x

Mostly Positive:

5x

Mostly Negative:

-3x

To err is human, but being responsive to mistakes can help build brand trust

99

“I don't think the difference [between the appeal of Zappos and the Amazon brand] is in the UI. It's in how we build a

personal connection, primarily on the phone. We’re actually experimenting with ways to get more people to call because

it’s such a valuable marketing and brand builder for us."

1010

EXPERIENCE

You only have so much leeway with mistakes –invest in mechanisms that truly are responsive to issues.

11

CONSUMER VOICE

Five factors to promote trust

12

3x

Operations and customer service are the foundation of trust marketing

Impact on Trust

ExpertReco

Online Reco

In-PersonReco

NoReco

1313

Consumer Voice

Investing in operations leads to good word of mouth for your brand. Leverage consumer voice and consumer credentials.

14

TRANSPARENCY

Five factors to promote trust

1515

Being seen as a transparent brand is more important than being a long-term brand

Longevity

Transparency

2x

1616

1717

Transparency

Don’t hide the negative, embrace it. Put it out front and not in the small print.

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OMNI-CHANNEL

Five factors to promote trust

19

Online Only

In-Store Only

Omni-Channel

X

Impact on Trust

Omni-channel presence not only drives access, it drives reputation and trust

3x

2020

2121

Omni-Channel

Encourage cross channel interaction. Move the consumer from your digital to physical and vis versa.

22

ALIGNMENT

Five factors to promote trust

2323

Aligning values not only improves brand saliency, but also improves brand trust

Impact on Trust

Established BrandNo Causes

New BrandSupports Causes

Unaligned

New BrandSupports Local Causes

Aligned

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2525

Alignment

Ask your consumers where your should put your support – be local and relevant.

2626

Know where you stand and price accordingly

2727

Invest in issue resolution – it matters

Always leverage consumer voice and credentials when you can

Don’t hide the negative, embrace it

Encourage omni-channel interaction

Be local and relevant with your causes

2828

THANK YOU!