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The Role of Trust in
Brand Building
Susan Dimacali
YOUR AD HERE
How do you build
  brand trust in
     today’s
 environment?
1. Know your consumer


                      Insight


                    What you will   How you will say
What you will say
                      show                it



          Impactful, compelling sale
1. Know your consumer
1. Know your consumer
1. Know your consumer
1. Know your consumer
2. Be honest


                  Honesty


                                  What the
 What you can                     consumer
                 Who you are
   deliver                     experience might
                                      be



        Spectacular business results
2. Be honest
2. Be honest
3. Keep your promises
        The bigger you are…
3. Keep your promises




              The harder you fall
3. Keep your promises
4. Keep up the dialogue


                         Dialogue


                               Communicate in all relevant
Define consumer interactions
                                       media
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
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
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth
5. Leverage word of mouth


                     Authenticity



 Netizens are suspicious            Never, ever fake it
6. Be consistent
7. Walk the talk


               Brand promise

Employees   Management   Shareholders   Suppliers




            Brand ambassadors
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
7. Walk the talk
                 Mistake


               Forgiveness

                                   Stay
     Own up        Clean up
                               transparent



              Brand survival
8. Virtual connections enhance,
but do not replace physical
interactions
8. Virtual connections enhance,
but do not replace physical
interactions
8. Virtual connections enhance,
but do not replace physical
interactions
9. Building trust does not have to
be boring
Building trust does not have to
be boring
World’s best global brand
Coca-Cola Living Billboard AVP
Coca-Cola Happiness Truck
Video
Thank you
    Susan Dimacali

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PR Congress 2011 | Plenary 3 - To Buy is to Trust