Brand Gap : Trust = Reliability + Delight
One my colleague Yeoh pointed out this fabulous presentation by the Marty Neumeir, the author of the bestselling book Brand Gap, (read an interview with the author).
In two ways I found this presentation very interesting (apart from being a great example of ‘how to use PowerPoint as a visual presentation tool). First the explanation of Brand based on trust which comes from Reliability and Delight (T= R+D). To me, trust is also an immediate effect of openness. After millions of advertisements and marketing hoopla-hoops, which is a necessity for the enterprises of tomorrow to build a trusted brand (Cuetrain reloaded).
Also Neumeir tells us of a consultant who starts off every meeting with a new client the same way, by asking these three simple questions: Who are you? What do you do? Why does it matter? Sounds simple, and people usually do pretty well with the first one and even the second one, but the third one — why does it (or you) matter?Doesn’t it sound very similar to any e-Learning or Knowledge Management Care (you can’t possibly manage Knowledge, period.) initiatives in organizations? Or what it should be?
