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Eric Holubow From Leo Burnett: Trust Depends On Reliability And Intentions
Manuela Walfenzao| 27 de julio de 2017
Imagen de la experiencia de marca que desarrolló Airbnb en el Instituto de Arte de Chicago
Eric Holubow, Strategy Director VP at Leo Burnett Chicago wrote on the agency website an article highlighting that much of the success of modern brands can be understood by using the Brand Trust Scale, which proposes that a brand’s trust is influenced by two dimensions: its reliability and its intentions. “Reliability is what they do for people and its intention is why they do it” he explained. Holubow gave examples such as Uber and Airbnb, in which people are not afraid to sit in a stranger’s car or rent their homes to strangers for vacations. “These companies have disrupted their categories by handling the duties of their category exceptionally well. Not only can Uber quickly find me a ride, but also they have drivers come to me—and let me pay without ever pulling out my wallet. Airbnb satisfies my urge to have an authentic travel experience by having me stay at a local’s home” he explained. According to Holubow “The foundation of brand trust is built on top of the solid bedrock of a clear and selfless brand purpose. One of the examples he mentions is the experience they developed for Airbnb at the Art Institute of Chicago, Van Gogh’s Bedroom, where people could spend a night in a recreation of a room from the famous painting. He ended by saying that brands that do well in delivering unparalleled experiences, but do so with questionable intentions end up with stumbles, as occurred with Uber. “As long as they do both things exceptionally well, they will prosper in establishing trust, like Airbnb. The key is to have both. Trust me” he said.
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