How Trust Will Permanently Reshape the Relationship Between Brands and Consumers

A video roundup of marketing thought leadership on authenticity

Headshot of James Cooper

Under the overall theme of  Technology and Humanity, the second installment of Adweek and Bloomberg Media’s quarterly “Marketing in An Interruptive World” breakfast series convened in New York last week.

The morning’s content examined brands, trust and consumers via a Bloomberg Intelligence briefing on the state of artificial intelligence. The breakfast also included a fireside chat with Amanda Rubin, global co-head of brand and content strategy at Goldman Sachs, and a panel titled “Anxiety in the Security 3.0 World: Trust Marketing Strategies in the Age of Distrust” with Marissa Freeman, chief brand officer at Hewlett Packard Enterprise; Anna Griffin, svp of corporate marketing at CA Technologies; Denise Karkos, CMO at TD Ameritrade; and Peter Mühlmann, founder and CEO of Trustpilot.

Below are the individual video interviews with each of the participants shot just following the morning’s program, which drew more than 100 brand marketing and media executives.

Marissa Freeman
Chief brand officer, Hewlett Packard Enterprise

“For a brand like ours, the trust economy is really about our customers telling their stories and stories about how we worked with them to achieve great things for their customers.”

Anna Griffin
SVP, corporate marketing, CA Technologies

 AI—and the data-based machine learning associated with it—can form “a tight, quick connection with relevant content and become a beautiful handoff to a human being to create better context and to better serve someone and ultimately be more trusted.”

Keith A. Grossman
Global chief revenue officer, Bloomberg Media

“If you look at it from the command-to-control era, where you are a monolithic brand just pushing out your message, it’s the scariest time in marketing, and there is no trust in the consumer base.”

Denise Karkos
CMO, TD Ameritrade

“Everyone is going to share everything about your brand, whether it’s yours or a competitor’s, and you need to be there, present in the conversation. That, in fact, is how you build trust—to be in every moment you can with the consumer.”

Peter Mühlmann
Founder and CEO, Trustpilot

“The brand is no longer what they say it is—it’s what the costumer says it is. Invite your customers to tell them what they think about you; set your employees free to engage with them.”

Amanda Rubin
Global co-head, brand and content strategy, Goldman Sachs

“Right after the financial crisis, it was all about trying to explain what we did in our core business and how they were additive and valuable to the broader society.”

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@jcoopernyc James Cooper is editorial director of Adweek.
Publish date: July 24, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT