by Jarvis Cromwell

Marketers have been handed their biggest opportunity in years. With public distrust – and in some cases disgust – in big brands and companies, the perception that customers, employees, regulators and others have right now is this:

“Big companies are not in it for me.”

So what happens when you show customers otherwise – demonstrating that you place them above other goals? Crank up the cash register, that’s what. How you signal your brand intent is more powerful than kryptonite right now.

To see the power of this idea in action, take a look at the video below.  Titled “Embrace Life” it’s a brilliant public information campaign on seat belt safety that ran only in the local area of Sussex England. But then it went viral.  In just a few weeks it’s been seen in 129 countries, and rated in the top five videos on YouTube with 6 million views and climbing. There’s no dialogue, the language is universal.

It might even make you cry. Why? Because it reminds us what we care about. Us. As the famed New York Times editor Ted Bernstein once said, “eternally basic is how people live.”

Marketers like to talk about building an emotional connection with the audience. To sustain a connection that matters, one that really “connects” to your company or brand – your intentions not only have to ring true, they have measure up to your actions and the customer’s experience.

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by STEPHANIE FIERMAN

Ed Note: As the numbers trickle in and retail analysts debate the success – or lack thereof – of this holiday season, Trustmeister Stephanie Fierman asks the key question…

Is Santa the best marketer ever?

Think about it.

Long-term reputation management: No Tiger Woods problems here. Ever. Do you think that Coca-Cola worries that it might go to sleep one night and wake up to find a sex tape of Santa on the Web? Have you ever noticed that the whole “Mommy kissing Santa Claus” business never seems to go past a certain point (paging Charlie Sheen…)? Nope, not gonna happen. Santa is one reliable dude.

Brand promise and channel integration: No matter where you go, you receive the same disciplined message. Movies, television, email, radio, social media, Web, snail mail, music, retail… You get the same message everywhere and each channel builds upon and reinforces the others. He’s big, he’s fat, he wears a red suit and he gives you what you ask for on Christmas Eve. Not December 23. Not December 25. It’s December 24. Every year.

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BRITTON MANASCO

What does it take to earn the trust of key decision-makers and influencers in today’s turbulent economy?

It’s no longer simply about product features or service capabilities. When your customers are making a significant commitment and putting precious dollars (even their own business) at risk, they expect more than ever before. They want a helping hand and a guiding oar. They aren’t just investing in your solutions; they are investing in a promise of superior returns and best practice. They are investing in your company as a leading advisor and authority who is ready, willing and able to help them navigate a challenging period in economic history.

That is why buyers will increasingly gravitate towards thought leaders.
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NICOLETTE WURING

Garage Tip: In Today’s Low-trust World Your Promises Are Less Likely to Be Believed. Focus Instead on Improving Your Ability to Deliver Meaningful Interactions With Customers — the kind that Build Trust

A cable company in Europe launched a re-branding soon after a roll-up of acquisitions by a group of venture capitalists. The investors demanded that the re-branding take place almost immediately.This was not only premature and meaningless to employees and customers, it proved harmful.
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NICOLETTE WURING

Editors Note:

General Electric’s Jeff Immelt recently noted that the global economy is not simply undergoing an economic downturn, but an emotional, social and economic reset.

Is your management team feeling panic about that? Applying the thinking developed by the trustmeisters here in the Reputation Garage can help. If Mr. Immelt is right, and we think he is, your management team will need to radically change its playbook. And not only have the rules changed, there is not yet a lot of clarity around what the new game board looks like.

Below our newest “trustmeister,” Amsterdam-based Nicolette Wuring, offers thoughts as this relates to her specialty: customer advocacy, operations and service. In a follow-up piece, Nicolette will offer tips for keeping customers in this rough and tumble environment.
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