internet users have reported online harassment, and AI recognizes white-skinned men 34% better than dark-skinned women. There is a cyber-attack every 39 seconds, more than 40% of U.S.

However, brands have lost their way when it comes to trust.Īs Web2.0 mined our interests, activity, and online footprints, a focus on growth over trust opened the door to cybercrime, online harassment, and unconscious bias built into the programming. They leverage users’ data to zoom in on accurate targets and use social tissue to reach audiences at lightning speed. In the equation of brand = identity x trust x people, brands optimize the reach. These two features allow brands to grow at an unprecedented speed, or as some call it, virally. The web is characterized by the social tissue the platforms created and the rise of user-generated content. It is dominated by a few ultra-large digital platforms which own, process and analyze users’ data. The tissue that connects us and holds our lives together is called Web2.0, the social web, by technologists. We live in a digital society powered by technologies and connected through devices. In Web2.0, we lost trustįast forward to 2021. Trust broadened its definition to include sustainability. Today, Kraft Heinz has a goal of using 100% recyclable packaging by 2025. Heinz made the cleanest and healthiest products and wanted to be known for it - the brand identity he used his savvy marketing mind to advertise on billboards, streetcars, and railroad boxcars with the signature green letters on a white background - reaching the consumers and ultimately what set him apart is the trust he instilled in consumers.įor Heinz, trust was won through safety, over a century ago. Brand = Identity x Trust x People who Trust. The Kraft Heinz Company is a household name with a revenue of USD $26 billion in 2020. Today, we buy 650 million bottles of Heinz ketchup every year, globally. He inspired trust in consumers through safety and quality.

He delivered a safe product amid a Wild West with no national standards for food quality.

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