Transcript
CREATINGAND SHARINGBRAND STORIES.
TRUST MATTERS
“The general population’s trust in all four key institutions—business, government, NGOs and media—has declined broadly.”– Edelman Trust Barometer
“Wall Street will soon be evaluating companies by a new standard: how much the public trusts them.”– CNBC/Forrester
Brand Trust Index™
TRUST
1. assured reliance on the character, ability, strength, or truth of someone or something
2. one in which confidence is placed
TRUST
LOYALTYEMOTIONAL APPEAL
Credibility Competence Innovativeness Similarity
TRUST
EMOTIONAL APPEAL
Idealism Aspiration Vision Gratitude Quality Excitement Engagement
LOYALTYPersonality Reciprocity Values Competitiveness Stubbornness
Credibility Competence Innovativeness Similarity
TRUST LOYALTY
Idealism Aspiration Vision Gratitude Quality Excitement Engagement
Personality Reciprocity Values Competitiveness Stubbornness
EMOTIONAL APPEAL
Risk tolerancePositive emotionalityLevel of perceived powerGullibility, naivety and over-optimismSecure attachmentSelf-confidenceEmotional intelligence
Accounting for Personal
Characteristics
CREDIBILITY
COMPETENC
E
INNO
VATIVENE
SS
SIMILA
RITY
TRUST
PERSON
ALITY
RECIPROC
ITY
VALUES
COMPETITIVENE
SS
STUB
BORN
NESS
LOYALTY
IDEALISM
ASPIRATION
VISION
GRATITUD
E
QUALITY
EXCITEMEN
T
ENGA
GEMEN
T
EMOTIONAL APPEAL
“We've come very far and the future is bright, with hundreds of millions of unique viewers worldwide, but for many brands and organizations eSports are still new, unknown and thus risky.”– Wouter Sleijffers, Fnatic
THANK YOU
jeremys@ayzenberg.com
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