Brand trust is the way forward for marketing: DDB CCO

DDB Worldwide chief creative officer Amir Kassaei says brands must be trusted as traditional pitches no longer work

The traditional marketing pitch needs to be abandoned in favour of brand trust with consumers, according to DDB Worldwide global chief creative officer, Amir Kassaei.

Speaking at the Mumbrella 360 conference in Sydney, Kassaei told delegates that because consumers are armed with Twitter and Facebook, they have the power to “just kill you”. He cited the case of a British Airways customer whose luggage was lost on a flight to the United States in September 2013. The passenger called up British Airways customer service after he landed in Chicago and asked where his luggage was.

“They [customer service] were treating him like an idiot so he began tweeting about his problem with British Airways,” commented Kassaei.

However, the man didn’t just tweet to his 500 followers, he purchased British Airways promoted tweets to spread his complaint much wider.

“In 24 hours, the [British Airways] CEO called him and his luggage was there. That explains a lot about the power that is shifting towards the people,” Kassaei said.

Marketers should strive for what Kassaei called “relevant truth” where the brands they are promoting connect with people on an emotional level.

“How do we create a relevant truth based on an existing product or new offerings that people start to care about it?” he asked attendees. “If we do that, consumers will do the job of communication by themselves via the Internet.”

He added marketers should not treat people “like animals” and resist the urge to try and sell them something.

“Respect them as human beings and people will be respectful back to the brand you are marketing,” he claimed.

As an example of respectful marketing, Kassaei shared the story of a drycleaners in Boston in the US. During the last global financial crisis, the drycleaners began offering a free suit dry cleaning service to unemployed people who were going for a job interview.

“In the long run, this drycleaner will make huge amounts of money because he will have a group of loyal customers who feel he is taking them seriously," he commented.

According to Kassaei, DDB strives for brand trust when it comes to marketing campaigns. For example, DDB Miami worked out a way to market Glad rubbish bags to young people aged in their 20s who care about music and the environment.

The team produced a Glad branded tent designed for music festivals. Once the festival is over, the tent can be turned into a large rubbish bag so the campers can take away their rubbish. Feedback from the target audience of young people was favourable, according to Kassaei.

Follow Hamish Barwick on Twitter: @HamishBarwick

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Should your disclaimer become your headline?

To avoid misleading customers, or simply through fear of legal backlash, advertising has evolved to hide the potential shortcomings of an offer in its disclaimer.

Sam Tatam

Head of behavioural science, OgilvyChange Australia

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

What’s Happening In The PR World?http://blog.fullintel.com/what...

Vinish

Panel: The future of email marketing is about contextual data

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in