Trust exercise: how marketers can inspire trust in their brands

I recently hosted five global marketing leaders for a panel on brand experience and trust. The expert panelists from Heineken USA, Cyient, AIB, Shell, and Danfoss steer brands ranging from loans to lager.

In previous “Future of Branding” installments, I asked each panelist to describe, in one word, the desired customer experience with their brands. This roundtable was no different. These panelists answered with five key words each to answer “What would be your brand’s ideal consumer experience?”

  • Elevate
  • Thoughtful
  • Effortless
  • Humanize
  • Authentic

No matter the part of speech, the core of each word—the silent root word, if you will—was the same: trust.

Confidence and faith define trust. As marketers, we are responsible for inspiring confidence and faith in our brands. The ongoing COVID-19 pandemic has only amplified this need. In a world that has been turned upside down by a deadly adversity and a parallel pandemic of anxiety, it is as important as ever that we not only earn our customers’ trust but that weas marketers—trust in our brands’ core values. Only then can we create experiences that are intentional, effortless, humanized, and authentic.

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