The last session for Day 01 of the 18th National PR Congress last 22 to 23 September 2011 presented strategies and programs in which brands are able to gain the trust and confidence of their target markets. Businesses have long realized the role of trust in building their brands – whether at the larger level of corporate brand-building or zooming into efforts to increase brand equity for products and services. Earning trust however has become more difficult for brands given the changing landscape in which brand-builders and target audiences are in. Topic Presenter and Moderator: Ms Susan Dimacali, President, DIMSU Consulting Topic Discussants: Ms. Linda Atayde Executive Director SM Foundation Ms. Sharina Domingo Chief Communications Officer Filminera Resources Mr. Paul Richards President & General Manager Mead Johnson Nutrition (Philippines), Inc.

1. The Role of Trust in
Brand Building
Susan Dimacali

3. YOUR AD HERE

7. How do you build
brand trust in
today’s
environment?

8. 1. Know your consumer
Insight
What you will How you will say
What you will say
show it
Impactful, compelling sale

9. 1. Know your consumer

10. 1. Know your consumer

11. 1. Know your consumer

12. 1. Know your consumer

13. 2. Be honest
Honesty
What the
What you can consumer
Who you are
deliver experience might
be
Spectacular business results

14. 2. Be honest

15. 2. Be honest

16. 3. Keep your promises
The bigger you are…

17. 3. Keep your promises
The harder you fall

18. 3. Keep your promises

19. 4. Keep up the dialogue
Dialogue
Communicate in all relevant
Define consumer interactions
media

20. Friends/Family
70%
Online Product
45%
reviews
Discussion forums
20%
Television
17%
Product websites
15%
News sources
12%
4. Keep up the dialogue
8%
Influential bloggers
7%
Social media sites
7%
Unknown peers
OMD

21. 4. Keep up the dialogue
Recommendations from people known 90%
Consumer opinions posted online 70%
Brand websites 70%
Editorial content (e.g., newspaper article) 69%
Brand sponsorships 64%
TV 62%
Newspaper 61%
Magazines 59%
Radio 55%
Billboards/Outdoor advertising 55%
Emails signed up for 54%
Ads before movies 52%
Search engine results ads 41%
Online video ads 37%
Online banner ads 33%
Text ads on mobile phones 24%
Nielsen Wire

22. 5. Leverage word of mouth

23. 5. Leverage word of mouth

24. 5. Leverage word of mouth

25. 5. Leverage word of mouth

26. 5. Leverage word of mouth

27. 5. Leverage word of mouth
Authenticity
Netizens are suspicious Never, ever fake it

28. 6. Be consistent

29. 7. Walk the talk
Brand promise
Employees Management Shareholders Suppliers
Brand ambassadors

30. 7. Walk the talk

31. 7. Walk the talk

32. 7. Walk the talk

33. 7. Walk the talk

34. 7. Walk the talk

35. 7. Walk the talk

36. 7. Walk the talk
Mistake
Forgiveness
Stay
Own up Clean up
transparent
Brand survival

37. 8. Virtual connections enhance,
but do not replace physical
interactions

38. 8. Virtual connections enhance,
but do not replace physical
interactions

39. 8. Virtual connections enhance,
but do not replace physical
interactions

40. 9. Building trust does not have to
be boring

41. Building trust does not have to
be boring

42. World’s best global brand

43. Coca-Cola Living Billboard AVP

44. Coca-Cola Happiness Truck
Video

45. Thank you
Susan Dimacali