Can You Trust Me?

A session at SXSW Interactive 2011

Friday 11th March, 2011

3:30pm to 4:30pm (CST)

It’s no secret that it’s been a tough time for some of the world’s most trusted brands—BP, Google and Facebook are just a few of the companies that have been recent victims of brand erosion. In the digital age, information (truth and hearsay alike) flows like water, opinions spread like wildfire—one day a brand is synonymous with trust for millions of people, the next day it’s being dragged through the digital mud by a few over a product recall or privacy violation. Unfortunately, it’s happening faster and with bigger implications and greater transparency than ever before. Consumers have stopped basing their trust of successful brands on the mere knowledge that they are financially successful—or because they run ads that inspire trustworthiness. In fact, it seems the very definition of “brand trust” is morphing as rapidly as technology is. More often, an increasingly-skeptical public is flocking to the web for real-time information and social network commentary posted by “officials” or by anyone else with an Internet connection and an axe to grind.

Paul Parkin, Founding Partner of SALT Branding and expert on brand building, will provide an overview of the ever-evolving “brandscape” and share strategies for building and maintaining brand trust online and offline. He will also discuss how to best redefine and measure brand trust across different generations—Baby Boomers, Gen X and Gen Y—and why consumer collaboration will be key for marketers in the years to come.

LEVEL: Intermediate

Next session in Room 8A

5pm Tales of the Past Future: Web Pioneers Remember by Katie Spence

13 attendees

  • Arjan van de Steeg
  • Bucky Flowers
  • Claudia Obata
  • Rocco Stallvord
  • Jason Ugie
  • kajsabengtsson
  • lovisa
  • Martijn van Erp
  • Patricia Marinho
  • peterdovren
  • Peter van Grieken
  • Yesenia Sotelo
  • Trisha Jackson

31 trackers

  • Andrea Nordgren
  • Bruno Alves Mendonça
  • changeorder
  • Cristiano Dias
  • Damian Damjanovski
  • danielc
  • David Coleman
  • Annette
  • Stephen R. Fox
  • Gui Ambros
  • Heather Alden
  • PF Samuelson
  • Ella Worth
  • ivanka majic
  • Jackie Shelley
  • Jason Reynolds
  • Josepf Haslam
  • Keith Pearce
  • Kevin Smith
  • Liang Shi
  • Mandy Shunk
  • Lisa Bunker
  • Steve Myers
  • Online Prism
  • Pete Hwang
  • Rhiannon Trask
  • Scott Crocker
  • Seb Mutimer
  • Suissa Messer
  • tim deSilva
  • Martijn Verver

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Time 3:30pm4:30pm CST

Date Fri 11th March 2011


Room 8A, Austin Convention Center

Session type

Core Conversation

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