An Afternoon of Insight: Navigating Brand Trust and the Digital Future

As a market leader in the world of experiences, innovation is at the heart of our business, as is benchmarking trends in order to remain relevant and true to our vision.? We’re being asked more and more for insights – the role of data, ways to adapt and change to embrace informality, the whys and wherefores of sustainability, future trends including pricing and technology … and so much more.? ?And we are not alone; our clients and customers are keen to sense check their thinking in order to validate future investment decisions.? As such, two years ago we launched a Customer Advisory Board; a valuable body of cross-sector leaders that come together every six months to offer a candid perspective on essential and important industry topics.

Fast forward to last month, when we welcomed two guest speakers, Max Vinall, Creative Director and Founder of Purmon and Tom Head, Founder & CEO?of Head First Comparative Linguistics who led engaging conversations respectively on:

-????????? Is brand trust the ultimate currency?

-????????? AI and Web3's potential for business

With the help of Tom, we used AI to record, translate and summarise proceedings, which included creating an extract for LinkedIn …. hence this article!

An Engaging Session on Brand Trust and Brand Values

Max delved into the intricacies of brand trust and how it serves as the ultimate currency in today's market. He brought to life the concept with a deep dive into case studies and insights from brands like Nike, including their daring 'Just Do It' campaign featuring Colin Kaepernick. This example sparked a spirited discussion on the risks and rewards of brands aligning with social justice issues.

Max also introduced Deloitte's Four Pillars of Brand Trust - Empathy and Kindness, Transparency, Quality of Product/Service, and Reliability. Each pillar was dissected, providing attendees with a roadmap to build and sustain trust in their brands. An interactive session titled 'Guess the Brand Values' further illuminated the importance of clarity in brand messaging, where participants attempted to identify the brand values of companies like Apple, Starbucks, and Patagonia based on their public personas.

A Dive into AI and Web 3.0

The second half of the afternoon was equally stimulating.? Tom's talk seamlessly connected to the earlier discussion on brand trust, highlighting how emerging technologies like AI and blockchain are reshaping the way brands engage with consumers.

Beginning with a historical overview of the internet's evolution, tracing the development of AI and blockchain technologies, Tom categorised AI into six distinct areas, emphasising how machine learning and generative AI are particularly relevant for today's businesses. Through real-world examples, including Walmart's use of generative AI in employee training, Tom painted a vivid picture of AI's transformative potential.

?Blockchain and its role in Web 3.0 took centre stage as Tom explained its principles of decentralisation and user empowerment. He made the complex subject matter accessible, drawing parallels between Bitcoin's emergence and historical shifts in monetary systems.

The Q&A sessions following both presentations were as illuminating as the talks themselves. Attendees posed insightful questions, ranging from ethical considerations in AI deployment to the practical application of AI for small businesses. Responses underscored the need for strategic and ethical integration of AI and blockchain, viewing these technologies as augmentative tools rather than replacements for human skill and ingenuity.

Key Takeaways and Lasting Impressions

The afternoon was a masterclass in understanding and leveraging two critical aspects of modern business.? The event was not just about gaining knowledge; it was a showcase of the power of open, insightful dialogues among business professionals. It reinforced the idea that in a rapidly evolving business landscape, staying informed and adaptable is key to success.

As we wrapped up the afternoon, the air buzzed with ideas and discussions, reflecting the depth and diversity of insights shared. The consensus was clear: In the world of business, trust and technology go hand in hand, and mastering them is essential for future success.

Looking Ahead

As we anticipate our next meeting, there's a palpable excitement about delving deeper into these topics and more. The journey of learning and growing together continues, and I can't wait to share more insights from these enriching sessions.

#brand #AI_Web3.0 #hospitality #insights Tom Head Max Vinall #KeithProwseUK