Adgully Live | adasia 2011: Day 2, Session 6; Building Brands in a trust deficit World
The last but not the least, sixth session took us through the fact that the world has been inundated with a host of parity products across a host of categories (be it products, services or ideas). And with each of them trying to out-shout the other, the cacophony emanating from brand declarations results in only a “trust-famine” in the mind of the consumer.
Robin Wight, President, Engine and WCRS, said, “There is a huge product failure as the trust factor is going down. in Europe the brands are seen as less trusted.”
Vikram Sakhuja, GroupM, Chief Executive Officer, South Asia, said, “Commitment levels are coming down. Marketers are talking too much about selling not consuming. Physiological equity needs to be strong. Tools are available just use it relevantly and keep an effective engagement.”
Michael Boneham, President & Managing Director, Ford India, said, “One cannot afford to paint the world to buy trust. In India there is a level of confidence. One should understand and know what consumer wants. Technology is the most important differentiator. You should move away from the