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It’s all a matter of (brand) personality

October 20, 2022

After the summer break, the online event series “Alumni Talk” started the new academic year on October 19 with a hot topic: Charging brands with trust in times of crisis.

Brand expert Vedad Bakovic graduated from FHWien der WKW with an International MBA in Management & Communications and is a Senior Associate Consultant at brand strategy consultancy BrandTrust. In the talk, he forcefully presented how important it is for brands to leverage the strongest trust drivers for themselves. The world we currently find ourselves in is characterized by accelerated rates of change, uncertainty, complexity and ambiguity of information. This situation has consequences for daily actions, not only for consumers, but also for brand providers.

According to Bakovic, brands are the largest and most stable trust systems of our time. They create security, orientation, meaning. We trust our favorite brands.
How brand suppliers can use the 10 biggest trust drivers for themselves, especially in times of crisis, was explained very clearly by the expert in the talk using best or worst practice examples.

During the Q&A session, the participants were able to exchange ideas and network with the alumnus.