what influences trust in a brand - communications vs customer experience (world communication forum...
TRANSCRIPT
![Page 1: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/1.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
WHAT INFLUENCES TRUST IN A BRAND? COMMUNICATIONS V/S CUSTOMER EXPERIENCE
Saurabh Kumar Uboweja [email protected]
Panel Discussion
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11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
NEVER LET THE TRUTH GET IN THE WAY OF A GOOD STORY
m a r k t w a i n
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11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
YOU’VE GOT TO START WITH THE CUSTOMER EXPERIENCE AND WORK
BACK TOWARD THE TECHNOLOGY
s t e v e j o b s
![Page 4: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/4.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
WHAT IS THE WORLD’S MOST FAMOUS MATHEMATICAL EQUATION THAT HAS THE POWER TO TRANSCEND THE BARRIERS OF LANGUAGE AND CULTURE?
![Page 5: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/5.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
A QUESTION THAT SOMETIMES DRIVES ME HAZY: AM I OR ARE THE OTHERS CRAZY?
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11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
![Page 7: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/7.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
e=mc2 e = energy m= mass c = speed of light
![Page 8: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/8.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
Albert Einstein published his Special Theory of Relativity in 1905 and in doing so discovered that mass and energy are actually the same thing, with one a tightly compressed manifestation of the other.
![Page 9: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/9.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
The theory of relativity from the perspective of a brand crazy strategist
![Page 10: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/10.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
The brand value is a moving index. The potential of a brand can be transferred to create new brand equity and vice versa. The manifestation of this depends on our ability to interlink and multiply communications and customer experience in a seamless and consistent manner.
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11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
e=mc2 e = equity (or brand equity) m= mass (the existing weight or potential of your brand) c = communications c = customer experience
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11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
0 0.5
1 1.5
2 2.5
3 3.5
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Communications
Customer Experience Brand Value
The brand value is a moving index.
Customer Journey
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11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
![Page 14: What influences trust in a brand - Communications vs Customer Experience (World Communication Forum in Davos (11th mar 2015)](https://reader030.vdocuments.us/reader030/viewer/2022033107/55d08024bb61ebdc618b45be/html5/thumbnails/14.jpg)
11th Mar 2015, World Communication Forum in Davos Copyright © 2015 Saurabh Uboweja
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