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TRANSCRIPT
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BUILDING
TRUSTBRAND
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BUILDING
BRAND
TRUST
Introduction to
And the Brand Trust Index
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The influence chain: working for or against you?
Envero helps clients build trust and positive word of mouth through their influence chain
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Envero’s four step process
1. COMMITMENT 2. DIAGNOSIS 3. STRATEGY 4. ACTION
1T1 Conversations
Internal Workshops
Envero TrustBank
Envero Brand Trust Index
Involved facilitation
Informed provocation
Critical friendCapability building
Performance Monitoring
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Word Of Mouth Social media and the internet are amplifying & accelerating word of mouth
SOCIAL MEDIA AN KILL YOUR REPUTATION
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The CONTEXT in which brands are built has changed dramatically, particularly since 2008
65 MILLION unique visitors per month. sharing their
experiences – positive & negative
Downloaded over 50 million times. Zero paid advertising. 100% Viral
January 21 2011Coulson resigns As
Cameron’s spokesperson.
July 10th last ever edition
200,000 mentionsof horsemeat on
social media
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People talk, share, tell stories and INFLUENCE EACH OTHER
CULTURE IS PARTICIPATORY STORIES ARE THE NEW CURRENCY
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Trust in ‘authority’ is at an all time low – so word of mouth matters now more than ever…
“To what extent do you trust the following forms of advertising?”
“If you heard information about a company from one of these people, how credible would that information be?”
Source: Edelman Source: Nielsen
43%
62%52%
A CEO A Regular Employee A Person like yourself
Recommendation from people I know
Consumer opinion posted online
92%
47%
36%
TV Ads
Ads on Social Network
70%
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We measure the balance between positive And negative word of mouth
Consumer Advocacy
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How we measure the balance between positive & negative Word Of Mouth
DETRACTORS
Likelihood of Recommendation NEUTRAL OR INDIFFERENT ADVOCATES
44%
26%
26% 30%
- =Net Recommendation is 4%30%ADVOCATES
26%DETRACTORS
Survey respondents determine the likelihood of recommending a brand on a scale of 1-7
Respondents who select either of the two highest
ratings are classified as advocates
Respondents who select either of the two lowest
ratings are classified as detractors
Net recommendation is the balance of % advocates minus % detractors
3
1
2
4
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Our fact-base – the Envero Brand Trust Index
17+ countries
30,000+ respondents
2,500+ companies &
brands
17+ industry sectors
The Envero Brand Trust Index has been conducted to date in the countries shown on the map. In total, we have results on more than 2,500 companies and brands based on responses from approx. 30,000 thousand consumers.
Companies that have bought into the survey in one or more countries include: Coca-Cola Hellenice, Danone, Cadbury, Santander, Nestlé, Müller, ABInBev, Brown Forman, BCR Bank, Ella’s Kitchen, Bacardi and Electrolux.*
To enquire about commissioning a survey in any of these countries or any other country worldwide please contact us via our website at www.envero.co.uk.
*In some cases the survey was conducted under the title of GoodBrand Trust Index or GoodBrand Social Equity Index.
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The Average Brand has significantly more advocates than detractors
Bottom 2 = Detractors
Top 2 = Advocates
Likelihood of Recommendation – Commercial Average*
Net Recommendation
*based on over 2,000 companies and brands in 13 countries
22% 36%42%
Source: Envero Brand Trust Index
22% = 14%36% -
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But the range is rather wide!
Distribution of Recommendation - Best Case/Worst Case
Technology brand in Russia
Major bank in Ireland
Net Recommendation 92%-3% = 89%
Net Recommendation 7%-54% = -47%
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Building ADVOCACY &
POSITIVE WORD OF MOUTH is not
like conventional marketing.
You can’t BUY it, you have to
EARN it
So how do brands earn CONSUMER ADVOCACY?
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Envero Brand Trust Index: survey design
Business DriversTrust Drivers
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What drives different levels of consumer advocacy?
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Trust
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Trust
Trust is TWICE as important as Quality in driving advocacy
How much does your company invest in improving quality?And in building trust…?
Quality
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Brand Trust is both Functional and Emotional
Most Brands deliverFunctional Trust
Functional Trust• Brand hygiene factors• Product delivers• Consistency
Most Brands deliverFunctional Trust
EMOTIONAL TRUST• Honesty
• Consumer Care
• Authenticity
FUNCTIONAL TRUST• Brand hygiene factors
• Product delivers
• Consistency
…..Positively Advocated Brands deliver Emotional Trust as well
Most brands deliver Functional Trust…..
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The Average distance of the brands from the line of best fit gives us the Strength of the relationship.
‘Line of best fit’. Indicates the relationship between Trustworthy and Recommendation
A Trustworthy score increase of 100 points should see the average brand
Gain 77 points in
Recommendation+100
+77
R²
β
R²β Using both the strength of the relationship and the Gain in Recommendation we can calculate the
STRENGTH INDEX SCORESI
R² = 0.94 β = 0.77 SI = 240
We calculate the extent to which one measure may be driving another
How much is Trustworthiness driving Recommendation?
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Net Recommendation Drivers – survey average
Across Europe, Brand Trust is the key driver of consumer advocacy
Gain in RecommendationCorrelation Strength Index
R² β SI
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Brand behaviours (Social Equity) are the biggest drivers of Trust
ADVOCACYSOCIAL EQUITY
CommunitySociety
EnvironmentWorkforceSuppliers
HonestyCaring
UnselfishnessAuthenticity
Reliability
Recommendation
TRUST
Observed Behaviours
Perceived Character
SharedOpinions
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Brand Trust
Social Equity
What does it take to be a TRUSTED LEADER?
Source: Envero Trust Index
5000 people rated
Mandela No. 1 WHY?
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The UK SurveySCALE & COVERAGE• 223 well-known companies and brands across a wide range of sectors• 2500 respondents representative of all UK adults, aged 18-65
HISTORY• Previous UK surveys carried out periodically since 2005• 2010 & 2012 surveys comparable historically to 2014
2014 PLAN• Two comparable waves of fieldwork: Q1 and Q3• Opportunity to monitor changes every 6 months
FUTURE PLAN• Our intention is to maintain biannual surveys
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SECTOR FTSE 100 OTHER
FMCG COCA-COLA HELLENIC, UNILEVER KELLOGGS, CADBURY, DANONE, NESTLE, HEINEKEN, HEINZ, P&G, J&J
RETAIL M&S, SAINSBURYS, TESCO, MORRISONS IKEA, JOHN LEWIS, AMAZON, ASDA, COOP, ALDI, PRIMARK, NEXT
FINANCE LLOYDS, RBS, BARCLAYS, HSBC NATWEST, SANTANDER, HALIFAX, NATIONWIDE, COOP BANK, VIRGIN MONEY
MEDIA ITV, SKY BBC, C4, FT, TIMES, TELEGRAPH, GUARDIAN, SUN, FACEBOOK, TWITTER
UTILITIES BP, VODAFONE, ROYAL MAIL, BT ORANGE, BRITISH GAS, NPOWER, EON, EDF, SCOTTISH ENERGY
LEISURE EASY JET BA, RYANAIR, TRIPADVISOR, VIRGIN, MCDONALDS, COSTA, STARBUCKS
OTHER GOOGLE, BMW, APPLE, OLYMPICS, NHS
UK survey coverage – overview of leading brands
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How important is
people’s TRUST in your company to
its future success?
How well TRUSTED would you like to be?
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For more informationplease call us on0800 644 1264
or contact us throughthe website
BUILDING
BRAND
TRUST