Out-trust (don't outsmart) [thought g]
Geek is the new cool, being smart, especially when it comes to tech is very sexy. When WebSummit started in 2009 it was full of geeks only, nowadays it's full of people who want to be with techies, sit with the smart (and therefore cool) guys.
However in the past years a more realistic view on what tech can do has arisen. Like with everything, there are both up- and downsides when it comes to tech. Outsmarting people can become tricking people into something. It's a thin line. Similar to how far (digital) marketing can and should go.
Now of course you can trick people into doing something they don't really want once, twice, maybe even for a while, but if they find out, you're done. It makes so much more sense to start with trust and work on how you can gain and keep it. Once people trust you they will buy products, services from you. Once people loose that trust, it will take a long time to regain it (and it may never happen).
If it's to good to be true, it probably is (and people will find out). Tech, data and digital hasn't changed that. So keep your eyes peeled when brands or agencies promise you the world and dig deeper.
Floortje Dessing for example is a Dutch celebrity that has been passionate about making the world a better place for a long time. She has been traveling the world for Dutch public television since 1995 and is a supporting of Greenpeace since 2009. She's vegan and has two fair trade boutiques. In 2001 she co-founded a sustainable denim brand called "Kuyichi". It has not been an easy ride, but the brand is still alive and kicking. Floortje and this brand are logically connected based on trust, carefully built up since 1995.
Nofilter works with brands and companies to show their true character. We have an unfiltered view on marketing in this day and age.
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