A Trusted Brand Can Still Be Forgettable. Here’s Why.
with Lori Jones, CEO & President of Avocet Communications
Audio Only
Episode Description
A trusted brand can still lose the customer when every competitor looks equally credible. In this StrategyCast solocast, Lori Jones explores why trust is essential to brand strategy, but belief is what ultimately drives preference, action, loyalty, and advocacy.
Lori breaks down the progression from credibility to confidence to trust to belief, and explains why each stage answers a different question in the customer’s decision-making process. Through examples from Costco, Volunteers of America Colorado, and Apple, she shows how brands can move beyond simply being reliable and give customers something meaningful and distinctive to believe.
Listen & Learn
You’ll hear:
• Why credibility earns attention, confidence reduces risk, trust creates reliability, and belief drives choice
• How a trustworthy brand can still struggle when competitors are equally credible
• Why brands need a meaningful belief customers cannot easily attach to a competitor
• How Volunteers of America Colorado uncovered a belief already embedded in its work
• Six conditions that help belief form, including clarity, distinction, credibility, confidence, consistency, and human reinforcement
• The two questions marketing teams can use to uncover belief barriers and sharpen their brand strategy
• Why belief can give brands permission to lead customers into new products, behaviors, and ideas
Guest Bio
With more than 30 years of experience, Lori Jones, president and CEO of Avocet Communications, is a strategic marketing innovator who understands the intricacies of what motivates today’s customers. Throughout her career, she has represented Fortune 1000 and funded start-ups globally, nationally, and locally. Jones hosts StrategyCast (formerly the Integrate & Ignite Marketing Podcast), where she has interviewed hundreds of business and marketing leaders. Avocet deploys ROI-based strategic development for its clients to build brand awareness with customer-centric marketing, demand generation, and thought leadership through innovative advertising, media relations, content, and digital programs that accelerate business growth.
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