The Brand Blueprint for Building Trust

Jonnie Cahill

Head of Communications & Sponsorships

O2 Ireland

Marketing – the last five years

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Brands give us an instant value judgement

Brands give us an instant value judgement

Brands give us an instant value judgement

Brands give us an instant value judgement

Brands give us an instant value judgement

“Shortcuts in a cluttered world”

Consistent

Relevant

Different

Compelling

}BENEFITS

Only if they offer

The great brands deliver a mix of functional and emotional

benefits

It’s not enough just to be good at what you do

If you compete purely on functional terms

In the end, someone will take you out

Brands have a critical role to play in building trust

Judgements are:

- made in an instant

- not always (in the beginning) based on fact

Trust is an overarching sentiment and can’t be created in isolation of the other

parts of the brand.

Its about the whole brand

The 10 Commandmentsof Building Trust in your brand

1. Speak English (because your customers do)

“J’member this. J’member that. J’member the time Dublin won the All-Ireland? No? Not to worry. Nobody seems to j’member that at all…..” LVA Radio 2009

“J’member this. J’member that. J’member the time Dublin won the All-Ireland? No? Not to worry. Nobody seems to j’member that at all…..” LVA Radio 2009

2. Say sorry when you screw up(because that’s what people do)

3. It’s okay to say something is a bit crap (as long as you are going to do something about it)

4. It’s not always a linear process(It’s okay to grab something and go really big)

5. Trust is best delivered in a human tone(Because it’s connected to empathy)

6. Make it about customers

Its not about trusting you

Its about trusting that you (more than anyone else) can help them do what they need to

7. Nouns are bad(really really bad)

8. Be for something / be againstsomething(But be passionate)

9. Build things for the 99%(Not for the 1%)

10. When you do interesting thingsgood things happen

Those that associate O2 with SportHigher scores on several CSI driving metrics

inc TRUST and VALUE

30%32%

26%

35%

40% 41%

35%

46%

19%22%

17%

24%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Brand you want to beseen with

Recommend to friendsand colleagues

Offer the best value formoney

Trustworthy andreliable

O2 - All Associate O2 with Sport Don’t Associate O2 with Sport

O2 Al

11. Be consistent with who you are

Its difficult to do but in the end actions will always speak louder than words

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Why does any of this matter for brands

Because the judge and jury have changedBecause the judge and jury have changed

Because its okay to be profitable and trustedThey are not mutually exclusive

Because a lack of trust kills all relationships in the end

And your relationship is the only thing you have!

Because its okay to be profitable and trustedThey are not mutually exclusive

Because a lack of trust kills all relationships in the end

And your relationship is the only thing you have!

Thanks