The TRUST chasm: Bridging the gap between Brands and People
This workshop sets the stage for brands to be the heroes in a sea of bad actors. Attendees will learn about the power of trust in a time when organisations of all sizes are facing significant headwinds. They’ll discover the crucial role trust plays in bridging the gap between brands and people.
We’ll share the playbook for building a trusted brand and relationships that extend well beyond a transaction of goods and services. And importantly, the workshop will unpack the dollar value contribution of trust to the bottom line.
Don’t miss out on this opportunity to learn from a 35-year brand veteran how your organisation can transcend the trust chasm and rebuild the vital connection with your customers, staff and community.
Topics covered
How the chasm has emerged and why we need to redefine trust.
- Why brands can be the game-changers to bridge the gap.
- How trust drives brand equity through price, margins and retention
- Case studies: brands behaving badly & rock star brands
What you'll learn
- The playbook for building a trusted brand
- The 7 trust drivers
- The business case for talking trust with CEOs, leadership teams and Boards
About the presenter
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Melissa Donnelly
Founder and CEO of Affinity Communications
When CEOs and founders are on a mission to scale their organisations and dominate their market, they turn to a strategic brand builder who is as relentlessly ambitious as they are.
In her 30+ year career, Melissa has triaged, reinvigorated and reignited global brands, as well as businesses that are rock stars in their industries. She knows that when CEOs are scaling for growththey need a powerful brand vehicle and show-stopping communications.
Clients rave about Melissa’s ability to ignite the DNA locked inside businesses, and use it to unleash dominant brands into the market. She’s recognised as a brain surgeon for businesses, who dissects brands, diagnoses challenges and implements treatment plans.
Melissa's ability to propel organisations to new heights, drive brand equity, secure funding, attract top-tier talent, and deliver exceptional customer value has solidified her reputation as a trusted expert in the field.
Melissa's portfolio includes global enterprises including MTV, ESPN and Telstra; for-purpose organisations and NGOs; plus high-growth ventures in the professional services, mining, energy, fintech, agtech and agribusiness sectors.
She’s Chair of the Domestic Violence Prevention Centre, a 2032 Olympic & Paralympic Legacy Forum delegate, and a judge for the 2023 Proptech Awards.