Consumers have access to more information than ever before; with a seemingly infinite amount of publicly accessible content, communicated through an ever-increasing number of channels.
Brands can no longer hide from public view but are still acting in ways that create negative headlines through their very public actions.
To add to this, we are overloaded with opinion, often masquerading as fact, today there is an argument that we have reached a tipping point of information, fatigue has set in and consumers are beginning to adopt a default position of distrust towards the information they receive.
This new norm can be summed up in the buzzword ‘Post-Truth, or indeed ‘Post-Trust’.
We’re taking over the Hoxton Shoreditch for a stiff drink (or two) while we unpick what consumer distrust means for the marketing of brands as we debate the change in approach that marketers need to adopt to build trust and loyalty.
Our panelists bring expertise from marketing teams at brands such as Hiscox, Coca-Cola and Heineken; cognitive neuroscience; and trust analytics. They’ll be sharing their views on topical brand mishaps, their experience of how consumer trust can be gained and lost together with thoughts for the future of brand marketing.
We commissioned research with cognitive neuroscience research lab, THE CUBE, to better understand how to develop and deliver brand communications that ultimately gain and maintain the trust and loyalty of consumers.
We’ll be sharing the findings from this report and analysing how the findings can be applied to brand communications in a world where trust has become a carefully traded commodity.
Those who attend will gain a greater insight into the future of brand communications in the ‘Post Trust Era’ – what leads to brand distrust, how can we combat it and just how important is trust in the context of brand messaging?
Jason is a strategic, dynamic and creative Marketing Director with a unique set of skills and experience across all marketing disciplines. His experience spans the development and implementation of innovative integrated marketing campaigns for the likes of Tiger Beer & Desperados at Heineken UK, Thorpe Park Resort at Merlin Entertainments, Cineworld and Charles Wells pub company.
An exceptionally experienced consumer and commercial global marketer with a track record of delivering success in different industries. Annabel held previous roles at Coca-Cola GB, working across various brands and marketing positions, delivering outstanding brand and sales performance. Strong strategic, leadership and commercial skills and over 20 years of marketing experience across a range of disciplines.
Cognitive neuroscientist and innovative pioneer, Araceli Camargo is the co-founder of WECREATE NYC and THE CUBE. Specialising in perception, Araceli Camargo encourages companies to diversify their work habits though tools. Creatively changing the workplace, Araceli can expertly offer advice on how to manage risk, deal with complexity and solve difficult problems.
Andrew Tucker PhD is a pioneer in trust analytics – the use of structured and unstructured data to predict the likely future behaviour of stakeholders. He is CEO of Mettle Consulting Ltd and a Research Fellow at Brunel University in the UK. Mettle delivers trust analytics globally for the world’s largest professional services firm PwC.
Founder and MD of Stir, Alicia is one determined lady. Her single-minded approach to creating value for brands is perfectly balanced with her talent for thinking laterally and creatively. Alicia’s true value comes into play at the point when others may believe the job’s done. Her talent for spotting opportunities and pushing boundaries or going the extra mile, is what takes Stir’s clients beyond their competitors and keeps them coming back for more!
6.00pm: Arrival drinks
6.30pm: Introduction - Alicia Mellish, MD & Founder of Stir
6.40pm: Panel discussion covering questions such as:
· How has consumer trust in brands waned over the last five years?
· What have we learnt from recent trust blunders of big brands?
· What are the key components for establishing brand trust in the ‘post-trust era’?
· Which brands are building trust and doing it well?
7.30pm: Questions from the audience
