T=r+d (Trust = Reliability + Delight)

Posted on July 5, 2007 by Chris Hoskin

If you are a Marketing Director, CMO, Marketing Manager…hell…anyone who is trying to describe the power of branding to a luddite - drive them to this presentation.

The Brand Gap

If they still don’t ‘get it’, and they are in the power base, you are working in the wrong company and should pack your things up and leave via the nearest exit.

Straight away.

Two Golden Nuggets

1) Trust = Reliability + Delight (T=r+d)

2) There are Five Disciplines of Brand Building

  • Differentiate
  • Collaborate
  • Innovate
  • Validate
  • Cultivate

The best presentation I have seen in years.

Filed under: 2.0, Branding, Conversational marketing, Customer service, Ideas and Riffs, Planning, Strategy, ideas, marketing, word of mouth

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5 Responses to “T=r+d (Trust = Reliability + Delight)”

  1. jungle8, on July 6th, 2007 at 5:54 am Said:

    indeed, and the book is great too. Easy ready…

  2. Chris Hoskin, on July 6th, 2007 at 8:17 am Said:

    Thanks jungle8.

    I’ve just bought the book on Amazon’s marketplace.

    Here is a link to the book for anyone interested:

    http://tinyurl.com/23ddud

    Chris

  3. Chris Peters, on July 6th, 2007 at 4:03 pm Said:

    I think slide 100 and the slides after that 100 talk about online communication are killer. A good analysis on what your web pages should communicate. (And how much information they should communicate.)

  4. Branding….illustrated « Raw Stylus, on January 25th, 2008 at 5:57 pm Said:

    [...] among marketing roles by Marty Neumeier, author of ZAG, and The Brand Gap which I discussed here and here [...]

  5. Definitions of marketing « Raw Stylus - A perspective on marketing in the technology sector, on May 5th, 2008 at 2:53 pm Said:

    [...] Trust = Reliability + Delight [...]

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