GO ON TRUST ME…..

Many of my real world friends who read this blog might be bored by me banging on about trust – so I apologise off the bat for this post. But quite few of my readers dropped me a line following my recent trust post about BT so I thought I’d share a few more insights from my research into the historical, economic, psychological and sociological research into why trust is important to human beings and their societies. I hope to create a dedicated site to this research soon. So if you have questions or thoughts on how businesses can build trust then please leave a comment or get in touch with me.

I’d like to share three further insights into what businesses (and their brands) have forgotten about how trust works.


1. Trust is only built through dialogue. And the thing with dialogue is that is it two way. Most brands have forgotten that in order to have conversation you need to have a point of view, be interesting and have continuity. Make an (easy) imaginary leap that I am boring and suffer short term memory loss (but you don’t know that). Our first conversation won’t be good and the second, as I deny all knowledge of knowing you, has the potential to be positively damaging . Yet call the typical contact centre and you will be subjected to minutes of disclaimers telling you what can’t be discussed and then they have no knowledge of the 10 calls you’ve made before. Zip on the trust front.

2. We trust more in people than anything else. Everything else is an abstraction. Whatever the brand models and marketing literature say trust is fundamentally a human thing. Yes, it is possible to trust in brands, businesses, governments, organisations etc but the quickest and easiest way to build this is to get people to do the talking and the doing. The recent Toyota recovery press advertising covered this well. Whilst they might have handled the whole crisis poorly but this advertising with its premise of “we are thousands of people working as hard as we can to recover the situation” was fundamentally human and powerful.

3. To be trusted, you need to trust. Every brand I’ve worked with wants people to trust them – that’s the point of brands right? Yet most businesses and their processes don’t trust the customer. Businesses too readily default to a position of policies that cater to the downside risk of fraud and loss rather than trust their average customer. You’ve banked with a high street bank for 40 years with a perfect record but retired last year. Try asking for an unsecured loan – 40 years counts for nothing – policy says “we don’t trust you”.

If you want to build or rebuild trust you could do worse than allow your humans to be human.

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As ever thanks for reading…..

Justin

Mail me: justin@basini.com
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Insights from the 2009 Chief Marketing Officers (CMO) conference Zurich


For the last couple of days I have been lucky enough to be in Zurich, Switzerland at the 2009 CMO conference. There were some great speakers and a few “Ah-ha” moments which I wanted to share. I also tweeted the conference which you can find by visiting my Twitter feed (@justinbasini).

The key theme of the conference that emerged through the excellent content was how the marketing agenda and marketers can drive inspiration, innovation and growth in businesses.

Opening the conference was Scott Davis (@scottdavisshift) who is Senior Partner at Prophet, the marketing and brand consultancy. He shared his insights on the need for marketing and marketers to make 5 fundamental shifts. There was some powerful thinking around how marketing and marketers can drive business growth and real impact by focusing on the fundamentals of the business and the ability to lead but I was particularly taken with the thought:

CONSUMER INSIGHT IS THE MARKETER’S SECRET WEAPON
This is really well put. I was always taught at P&G that you could go up against the CEO of the company as long as you understood the consumer. Marketing and marketers, with our natural consumer and market orientation, have the ability to be a great source of actionable insight for our businesses by representing the consumer in the board room. If you want to know more then Scott has published a book called The Shift.

Michael Conrad, President of the Berlin School for Creative Leadership (who was the Chief Creative Officer for Leo Burnett) then picked up some of these themes as he helped us decode the advertising of iconic brands. It was powerful to hear Michael’s anecdotes: he recalled the Nike brand being all about “the religion of sport” and how this was the guiding context for all their activities. This included building their shops, the Nike Towns, which are “temples to sporting heroes”. A powerful insight for me was:

CREATE POWERFUL THEMES THAT DRIVE A SERIES OF EVENTS
It’s not about the campaign or the advert anymore but about creating a series of events that together can create a wave of awareness about a new idea. Each domain in the value chain needs to take the theme and develop powerful expressions that bring it alive, no one thing can drive a major change it needs to be lots of elements working together.

Andy Stefanovich from an innovation consultancy (now part of Prophet) called PLAY (based in Richmond, VA for all my Capital One readers) was a force of nature as he took us outside and shared that he believes:

THERE IS A HUMAN ENERGY CRISIS
This is powerful way of representing the strands that many of us will be familiar with: the dearth of truly inspirational leadership, the over regimented approach to innovation, the lack of understanding (even fear) of creative thinkers and the creative process and ruthless focus on measures which constrain and create less than ideal outcomes. He passionately implored his audience to step up to inspirational leadership and use the creation of a consumer focused, counter intuitive marketing agenda to drive change and create energy for individuals, teams and organisations.

And finally it was fascinating to hear Chris Hughes, Co-founder of Facebook and architect of the online strategy of Barack Obama’s election campaign. His talk was full of insight and information with his perspective on the current information revolution being:

WE ARE WITNESSING THE DEMOCRATISATION OF THE CREATION OF INFORMATION
Previous information revolutions have been mainly driven by changes in the distribution of information. The changes we are currently witnessing are different because they centre on the democratisation of the creation of information. We can all now blog, tweet, comment, and share through the internet. This is causing powerful new forces to arise that bring people together for a range of different effects including those of political and social change such as the demonstrations in Brazil against FARC or the global protestations about the Iran election.

I’ve blogged about these trends before and Chris confirmed my model of how the different social networks play different roles and fulfil different needs.

Overall it was a very enjoyable and thought provoking conference and these are not all the insights uncovered but they are the ones that I wanted to share immediately. Thanks to Prophet and Heidrick & Struggles for sponsoring and the organisers for organising.

What do you think of these insights? Did you attend the conference? As always if you have a view please comment below!

Thanks

Justin

justin@basini.com
http://www.basini.com/
justinbasini.blogspot.com
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