Tapping Vice’s trust halo

Vice Media Group has built a rapport with its consumers that global CMO Nadja Bellan-White says can not only help brands regain trust with their consumers but also guide them through an uncertain future.

Why it matters

The brand trust crisis may be exaggerated but there is an issue for brands to address as trust can be as important as price in a purchase decision. Speaking at LIONS Live, Bellan-White set out the factors that have contributed to Vice’s “legacy of trust”. 

• Listening: “We have the ability to really listen to what people both young and old are saying.”
• Authenticity: “We give a platform to those who perhaps have not always had a voice, and sometimes what we end up portraying to people is a truth that they don’t want to see.” 
• Data: “How data is used to help drive culture and growth and brands is going to be critical. It’s seeing beyond the numbers on the page, it's seeing behaviors and patterns and how those form trends that partners are looking for.”

Key quote

“Our agenda is the agenda of the consumer, our agenda is the agenda of truth, and [when] we’re working with partners, our agenda is simply telling them what we see and what we hear. You may not like how your brand is perceived, but we’re not going to sugarcoat that information for you. We’re going to give you the real perspective” – Nadja Bellan-White, global CMO, Vice Media Group.