This episode features an interview with Liz Carter, CMO at Reputation, a company helping brands understand and improve their reputations. In this conversation, Liz discusses the differences between brand and reputation and the current challenges of building trust with today’s consumers. She also shares her thoughts on experimentation within tight budgets.

Key Takeaways:

• Brand is not synonymous with reputation, Your brand is who you aspire to be, while your reputation reflects how consumers perceive you based on their experiences. Bridging the gap is essential for success.
• When budgets are tight, think about how you can do small experiments and how you can best leverage them, but keep experimenting.
• With AI and misinformation, it is a challenging time to to build consumer trust in the marketplace, and brands should be paying special attention to how they are perceived by target audiences.

Quote: 

• In an environment where budgets are getting cut and things are being tightened or whatever, you know, you have to think about like, is now a time for experimenting with big dollars or is it time for little experiments and what can you get out of that? And so, I mean, again, it's a balancing act of knowing sort of what's happening in the market or in your business specifically at a given time and how and when to sort of look for those opportunities.

Episode Timestamps: 

*(08:17) The Trust Tree: The difference between brand and reputation 

*(14:07) The Playbook: Bringing crazy ideas to your CFO 

*(34:41) The Dust Up: Alignment and clear expectations 

*(35:57) Quick Hits: Liz’s quick hits 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn: https://www.linkedin.com/in/ianfaison/
• Connect with Liz on LinkedIn: https://www.linkedin.com/in/liz-carter-a9842a2/
• Learn more about Reputation: https://www.linkedin.com/company/reputation-com/about/
• Learn more about Caspian Studios: https://caspianstudios.com/