Why Trust Predicts the Well-Being of Any Brand

Radically Transparent Published: May 27, 2020

Jen Gutman

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Episode Summary

The defining issue of our time is trust. Trust can predict the well-being of any brand. In this episode, Ambassador Ido Aharoni stops by to join host Colin Day, Managing Director of Oktopost to discuss how to keep your brand moving forward during a crisis. Put simply, Ambassador Ido Aharoni calls out 3 tips:

Be relevant to the situation
Maintain the highest levels of trust
Stay true to your brand’s purpose

The two dive into why any brand that collects and analyzes data must maintain high levels of trust, the opportunities and threats of digitalization, the rapid adaption of technology, and why an organization’s people are the best to consult when a brand is threat forecasting.

Ambassador Ido Aharoni even discusses why in times of crisis, where levels of uncertainty are at an all-time high, the biggest mistake that a brand can make is cutting the marketing budget.

According to Ambassador Ido Aharoni, crisis is the time when you have to be proactive. It’s the golden rule in crisis management and a time when a brand must do all the things they were afraid to do.

Hot Topics of this Episode Include:

Why the biggest mistake a business can make is slashing a marketing budget in times of crisis
The golden rule in crisis management for brands
Why B2B marketers need to create a fan base and have the ability to communicate directly with the people who depend on their brand

Meet Ambassador Ido Aharoni

Ambassador Ido Aharoni serves as Global Distinguished Professor for international relations at New York University’s Graduate School of Arts and Science. He is a member of the International Advisory Council of APCO Worldwide, a Global Ambassador for Maccabi World Union, Chairman of the Charney Forum for New Diplomacy, and a co-founder of Emerson Rigby Ltd.

Aharoni is a 25-year veteran of Israel’s Foreign service. He is a public diplomacy specialist, founder of the Brand Israel Program, and a well-known nation branding practitioner.

Aharoni has been Israel’s longest-serving Consul-General in New York and the tri-state area to date. He held that position with the rank of Ambassador for six years (2010-2016), overseeing the operations of Israel’s largest diplomatic mission worldwide.