Credibility and Brand Value in the fast-moving electronic, networked world

11th Dec 2000
This conference presentation offers an overview of the structure of credibility capital, and suggests ways of measuring it. The increasing importance of credibility is emphasized, and examples from the world of music copyright are used to show what can happen when an organization loses its credibility capital. The prospects for new entrants to financial services are discussed, supported by user/product matrices for SE Bank. A process of "disintermediation" is proposed. The presentation concludes by arguing that the 20/80 rule is incompatible with the demands on credibility capital in a digital networked world, and that "reverse" credibility capital might be where the major opportunities for CRM lie.

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