This presentation allows you to understand how to increase your levels of Brand Trust.
We have identified that Honesty not Quality is the key driver of your Brand Trust levels and this will determine how much consumer advocacy your brand will enjoy. How can we make this claim?
The Envero Brand Trust Index measures over 2500 international brands, across 17 markets, 14 categories and surveying 30,000 consumers, including both the opinions of people who consume your brands and those who don’t but still hold an opinion about you.
We can help you to understand how you can significantly improve your levels of Brand Trust.
2. “In a networked world,
trust is the most
important currency.”
ERIC SCHMIDT
3. hello
At Envero, we build partnerships with leading consumer-facing
companies to help them to understand how to build, measure and
sustain exceptional levels of brand trust and hence consumer advocacy.
Our own international consumer insight survey, the Envero Brand Trust
Index measures over 2500 international brands, across 17 markets, 14
categories and surveying 30,000 consumers, including boththe opinions
of people who consume your brands and those who don’t but still hold
an opinion about you.
We offer a range of services including help with understanding the
business case, diagnosing the opportunity and identifying the right
strategies for your brand, developing your organisational capability to
build trust, and engaging all stakeholders.
Source: GBSEI Switzerland 2012
4. Why do we focus on Brand Trust?
Our survey tells us thatitis the single
mostimpactful driver
of Consumer Advocacy …
5. Trustistwice as important as Quality in driving
consumer advocacy
Quality
Trust
How much does your
company invest in improving
quality?
And in building trust…?
6. And who do we trust most in today’s networked
community?
HIGH
TRUST
WE NO LONGER
TRUST PEOPLE IN
AUTHORITY
61% - Someone like me
50% - Regular Employee
43% - A CEO
39% - A Government Official
LOW
TRUST
Source: Edelman Trust Barometer 2012
7. Why? Because Brand Trust is both Functional and
Emotional
Functional Trust
• Brand hygiene factors
• Product delivers
• Consistency
Most Brands deliver
Functional Trust
Emotional Trust
• Honesty
• Consumer Care
• Authenticity
Positively Advocated
Brands deliver
EmotionalTrust as well
8. Word of Mouth can work for or against you…
Leadership
Differentiation
People who are not
your consumers
still have an
opinion about you
Workforce
Innovation and will share it
with friends and
strangers….
Should you care what
these people are
saying about you?
9. If the answer is YES then we can help you understand what
your consumers and non consumers think about you and why
What is Brand Trust?
How can I sustain it?
How can I get more of it?
Who can I learn from?
10. Is your Brand Trusted enough to
sell itself?
Would you like it to be?
For more information on our services go to www.envero.co.uk
Notes de l'éditeur
Co-op: UK, Ireland, Italy, Switzerland, Hungary (5)Co-op BIC = SwitzCo-op WIC = Hungary What about you?
You don’t have to look far to findevidence for the trust crisis.Here are justthree of ourfavourites…..This Edelmansurveysuggeststhatwe are significantly more likely to trust the opinion of someonewe know about a particularcompany, than the CEO of thatcompanyThink about that – let’ssayyou are a foodcompany, you have a productrecall and your CEO goes on TV to saythereis no risk to public healthI walkinto the pub thatevening and myfriend – who has nothing to do with the company – tells me thereis a healthrisk.Twice as many people believe the man in the pub as beleive the CEO…
