Edelman Trust Barometer 2012

27 01 2012

The Edelman Trust Barometer, which was launched yesterday, threw up an interesting paradox. We are concerned about the way in which business is regulated. We want more regulation of business and we want better regulation of business. Presumably this is to avoid a repeat of the financial crisis we are currently going through. So where is the paradox? The paradox is that we trust our governments, who are meant to be carrying out the regulation, even less than we trust business. Interesting!

In general, the barometer shows that we are less trusting than we used to be. That is not surprising given that the institutions that we placed most faith in have let us down badly over the last few years. The good news from a business perspective is that Irish people still have a reasonable trust in business with only a marginal fall in the levels of trust recorded.

What can business do increase levels of trust? Respondents indicated that the key drivers of irresponsible behaviour are:

  1. Poor management
  2. Unethical business practices
  3. Shortcuts that lead to poor quality

If a business wants a high level of trust from its customers then it needs to be aware of these three areas.

Full details of the survey are available from Edelman.

Long term planning brings Emirates to Dublin

25 01 2012

I interviewed Tim Burnell, VP of Corporate Communications at Emirates, after the January Marketing Breakfast. Tim spoke at the Breakfast about the recent launch of Emirates service from Dublin to Dubai and the marketing campaign to promote the new service.

A key question I was curious about was why Emirates chose Dublin and why now, given all the economic turmoil we are currently struggling with. Tim’s answer was that Emirates had been working on this of a long number of years and had excellent research on the potential of the market. Emirates are taking a long-term view of the development of their network and Dublin is another ‘piece of the jigsaw.

What encouraged me was that Tim and Emirates did not feel that Ireland as a brand or a place to do business had been damaged by the financial crisis. His attitude is that we are not the only ones who have problems and that problems will pass. He pointed out that Dubai itself is on the road to recovery. I think it is encouraging that globally we are still held in high regard.

If you want to listen to the entire interview please click here: http://www.youtube.com/watch?v=Djbnxfw5BLI

Work can be fun too …

9 01 2012

One of the more interesting projects I have worked on in recent times was the ‘Big Take Off’ sale for The Loop at Dublin Airport. We had all the elements of an integrated, below the line, on-site campaign but the element that was most fun and generated the most comment was the dance flash mob event that took place in T2 in Dublin Airport to bring a bit of Christmas cheer to travellers.

What was interesting was that six different people recorded the event and posted it to YouTube where over 5,000 people viewed it. Not bad for an event that was designed to entertain travellers in Dublin Airport. And fun too.