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RESEARCH, ANALYSIS & TRENDS

At the basis of an effective Trust Agenda should be a Next is to focus on delivering phenomenal customer
company mission that inspires authentic and credible experiences. These should be human, empathetic,
connections with customers. For example, as Southeast authentic, clear, credible, logical and consistent and
Asia’s leading property marketplace, PropertyGuru’s should be structured to inspire habits. Customer habits
mission is to build Southeast Asia’s property trust towards your brand are substantially more impactful
platform. than any loyalty program. Finally, one should make
sure there’s solid definition and measurement of
Next is to make sure one walks the talk. With a direct quality at each touchpoint with the customer.
focus on culture – making sure that practices around
hiring, developing, and rewarding people lead to
behaviors that are authentic and inspire trust. Executives in general and CMOs in particular should
realize that trust is a prime engine for growth. They will
A third core ingredient is building the perception of trust. be superior in their industries if they pursue a
This relies on the CMO’s core brand-building arsenal comprehensive and coherent agenda that treats trust
and starts with defining a brand purpose that is authentic not as a downside risk, but as an offensive play
(fits the mission) and that resonates with the target towards delivering much more value to customers and
audience. The brand strategy should then focus on accelerating company growth. ◊
building distinctive characteristics of trust through a
company’s verbal and visual articulation. Impact and
consistency are essential.
By Bjorn Sprengers,
The fourth agenda item is about creating simple and Chief Marketing Officer &
compelling value propositions. If one is in (digital) Head of Fintech,
services, make sure you have a strategy towards PropertyGuru Group
minimizing perceived risk. Principles of ‘codifying trust’
through trial programs, reviews and testimonials are
proven instruments.

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