Building brand trust in a new era of data privacy

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://sync.outbrain.com"> <link rel="dns-prefetch" href="https://ups.analytics.yahoo.com"> <link rel="dns-prefetch" href="https://ib.adnxs.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="dns-prefetch" href="https://cdn.logrocket.io"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.cmoalliance.com/assets/built/screen.css?v=1c343b1def" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>Building brand trust in a new era of data privacy</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.cmoalliance.com/assets/built/screen.css?v=1c343b1def" /> <meta name="author" content="Cecilia Dones"> <script src="https://cdn.lr-ingest.io/LogRocket.min.js" crossorigin="anonymous"></script> <script> window.LogRocket && window.LogRocket.init('acara/sequel-main'); window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.isTOCenabled; </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signup') { window.location = '/welcomemember'; } if (action == 'signin') { window.location = '/account'; } if (window.location && window.location.search && window.location.search.includes('stripe=success')) { window.location = '/activate'; } </script> <meta name="description" content="In the ever-evolving landscape of data privacy, the question of how brands can build trust with their customers is more pertinent than ever."> <link rel="icon" href="https://www.cmoalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1-.png" type="image/png"> <link rel="canonical" href="https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="CMO Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="Building brand trust in a new era of data privacy"> <meta property="og:description" content="In the ever-evolving landscape of data privacy, the question of how brands can build trust with their customers is more pertinent than ever."> <meta property="og:url" content="https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/"> <meta property="og:image" content="https://www.cmoalliance.com/content/images/2023/11/data-privacy-header.png"> <meta property="article:published_time" content="2023-11-24T13:34:51.000Z"> <meta property="article:modified_time" content="2023-11-24T13:34:51.000Z"> <meta property="article:tag" content="Data &amp; Analytics"> <meta property="article:tag" content="Consumer Insights"> <meta property="article:tag" content="MarTech"> <meta property="article:publisher" content="https://www.facebook.com/alliance.cmo"> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:title" content="Building brand trust in a new era of data privacy"> <meta name="twitter:description" content="In the ever-evolving landscape of data privacy, the question of how brands can build trust with their customers is more pertinent than ever."> <meta name="twitter:url" content="https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/"> <meta name="twitter:image" content="https://www.cmoalliance.com/content/images/2023/11/data-privacy-header.png"> <meta name="twitter:label1" content="Written by"> <meta name="twitter:data1" content="Cecilia Dones"> <meta name="twitter:label2" content="Filed under"> <meta name="twitter:data2" content="Data & Analytics, Consumer Insights, MarTech"> <meta name="twitter:site" content="@cmo_alliance"> <meta property="og:image:width" content="1200"> <meta property="og:image:height" content="630"> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "publisher": { "@type": "Organization", "name": "CMO Alliance", "url": "https://www.cmoalliance.com/", "logo": { "@type": "ImageObject", "url": "https://www.cmoalliance.com/content/images/2024/07/CMO-FULL-LOGO-SECONDARY--ON-WHITE-.png" } }, "author": { "@type": "Person", "name": "Cecilia Dones", "image": { "@type": "ImageObject", "url": "https://www.cmoalliance.com/content/images/2023/11/1620909690995.jpeg", "width": 613, "height": 613 }, "url": "https://www.cmoalliance.com/author/cecilia/", "sameAs": [] }, "headline": "Building brand trust in a new era of data privacy", "url": "https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/", "datePublished": "2023-11-24T13:34:51.000Z", "dateModified": "2023-11-24T13:34:51.000Z", "image": { "@type": "ImageObject", "url": "https://www.cmoalliance.com/content/images/2023/11/data-privacy-header.png", "width": 1200, "height": 630 }, "keywords": "Data & Analytics, Consumer Insights, MarTech", "description": "In the ever-evolving landscape of data privacy, the question of how brands can build trust with their customers is more pertinent than ever. ", "mainEntityOfPage": "https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/" } </script> <meta name="generator" content="Ghost 5.101"> <link rel="alternate" type="application/rss+xml" title="CMO Alliance" href="https://www.cmoalliance.com/rss/"> <script defer src="https://cdn.jsdelivr.net/ghost/portal@~2.46/umd/portal.min.js" data-i18n="true" data-ghost="https://www.cmoalliance.com/" data-key="1d1600dd9cd886d5a5ef3ee4c2" data-api="https://cmo-alliance.ghost.io/ghost/api/content/" data-locale="en" crossorigin="anonymous"></script><style id="gh-members-styles">.gh-post-upgrade-cta-content, .gh-post-upgrade-cta { display: flex; flex-direction: column; align-items: center; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; text-align: center; width: 100%; color: #ffffff; font-size: 16px; } .gh-post-upgrade-cta-content { border-radius: 8px; padding: 40px 4vw; } .gh-post-upgrade-cta h2 { color: #ffffff; font-size: 28px; letter-spacing: -0.2px; margin: 0; padding: 0; } .gh-post-upgrade-cta p { margin: 20px 0 0; padding: 0; } .gh-post-upgrade-cta small { font-size: 16px; letter-spacing: -0.2px; } .gh-post-upgrade-cta a { color: #ffffff; cursor: pointer; font-weight: 500; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a:hover { color: #ffffff; opacity: 0.8; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a.gh-btn { display: block; background: #ffffff; text-decoration: none; margin: 28px 0 0; padding: 8px 18px; border-radius: 4px; font-size: 16px; font-weight: 600; } .gh-post-upgrade-cta a.gh-btn:hover { opacity: 0.92; }</style><script async src="https://js.stripe.com/v3/"></script> <script defer src="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/sodo-search.min.js" data-key="1d1600dd9cd886d5a5ef3ee4c2" data-styles="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/main.css" data-sodo-search="https://cmo-alliance.ghost.io/" data-locale="en" crossorigin="anonymous"></script> <link href="https://www.cmoalliance.com/webmentions/receive/" rel="webmention"> <script defer src="/public/cards.min.js?v=1c343b1def"></script> <link rel="stylesheet" type="text/css" href="/public/cards.min.css?v=1c343b1def"> <script defer src="/public/member-attribution.min.js?v=1c343b1def"></script><style>:root {--ghost-accent-color: #ff5252;}</style>  <script type="text/javascript"> var _iub = _iub || []; _iub.csConfiguration = {"askConsentAtCookiePolicyUpdate":true,"cookiePolicyInOtherWindow":true,"countryDetection":true,"enableFadp":true,"enableLgpd":true,"enableTcf":true,"floatingPreferencesButtonDisplay":"anchored-center-left","floatingPreferencesButtonZIndex":10,"gdprAppliesGlobally":false,"googleAdditionalConsentMode":true,"lang":"en","lgpdAppliesGlobally":false,"perPurposeConsent":true,"siteId":1712381,"tcfPurposes":{"2":"li_only","7":"li_only","8":"li_only","9":"li_only","10":"li_only","11":"li_only"},"cookiePolicyId":24731467,"i18n":{"en":{"banner":{"title":"The Alliance privacy & cookie controls","dynamic":{"body":"We use cookies to give you the best experience on our website. By continuing to browse, you agree to our cookie policy"}}}}, "banner":{ "acceptButtonColor":"#367AFF","acceptButtonDisplay":true,"backgroundColor":"#09100F","brandBackgroundColor":"#09100F","closeButtonRejects":true,"customizeButtonCaptionColor":"#F9F8F5","customizeButtonColor":"#292626","customizeButtonDisplay":true,"explicitWithdrawal":true,"fontSizeBody":"10px","fontSizeCloseButton":"24px","listPurposes":true,"logo":"https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/alliance-website/ALLIANCE%20FULL%20-%20Secondary_small.svg","linksColor":"#F9F8F5","ownerName":"The Alliance","position":"float-bottom-center","prependOnBody":true,"rejectButtonCaptionColor":"#F9F8F5","rejectButtonColor":"#292626","rejectButtonDisplay":true,"showPurposesToggles":true,"showTotalNumberOfProviders":true,"textColor":"#F9F8F5","acceptButtonCaption":"Accept all","rejectButtonCaption":"Reject" }}; </script> <script type="text/javascript" src="https://cs.iubenda.com/autoblocking/1712381.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/stub-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/safe-tcf-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>   <script type="text/javascript" id="hs-script-loader" async defer src="//js-eu1.hs-scripts.com/139496063.js"></script>   <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-MZ3D775');</script>  <script>!function () {var reb2b = window.reb2b = window.reb2b || [];if (reb2b.invoked) return;reb2b.invoked = true;reb2b.methods = ["identify", "collect"];reb2b.factory = function (method) {return function () {var args = Array.prototype.slice.call(arguments);args.unshift(method);reb2b.push(args);return reb2b;};};for (var i = 0; i < reb2b.methods.length; i++) {var key = reb2b.methods[i];reb2b[key] = reb2b.factory(key);}reb2b.load = function (key) {var script = document.createElement("script");script.type = "text/javascript";script.async = true;script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + "/reb2b.js.gz";var first = document.getElementsByTagName("script")[0];first.parentNode.insertBefore(script, first);};reb2b.SNIPPET_VERSION = "1.0.1";reb2b.load("1VN080HLR56J");}();</script>  <script> (function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d});setTimeout(d,500)})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})(); </script> <script data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/dc82cf9a1e4605e6.js"></script>  <script>!function(o,i){window.provesrc&&window.console&&console.error&&console.error("ProveSource is included twice in this page."),provesrc=window.provesrc={dq:[],display:function(){this.dq.push(arguments)}},o._provesrcAsyncInit=function(){provesrc.init({apiKey:"eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJhY2NvdW50SWQiOiI1ZWEyZTczNTRjNDQ0ZDQ1NzU0OWRhYWUiLCJpYXQiOjE1ODc3MzQzMjZ9.3BTkc-xMOUGxjeDJV_LuZh_FJ956iGxKa9mZGF4TRMA",v:"0.0.4"})};var r=i.createElement("script");r.type="text/javascript",r.async=!0,r["ch"+"ar"+"set"]="UTF-8",r.src="https://cdn.provesrc.com/provesrc.js";var e=i.getElementsByTagName("script")[0];e.parentNode.insertBefore(r,e)}(window,document);</script> <script> var eventsList = [ { 'title': 'CMO Summit', 'date': 'December 4', 'location': '<b>London</b>', 'url': 'https://events.cmoalliance.com/location/london' }, { 'title': 'CMO Summit', 'date': 'March 12', 'location': '<b>New York</b>', 'url': 'https://events.cmoalliance.com/location/newyork/' }, ]; </script> <script> window.topNav = [ { name: 'Certification', itemList: [ { name: 'CMO courses', url: '#', itemList: [ { name: 'Storytelling Certified: Masters', url: 'https://certified.cmoalliance.io/p/storytelling-certified-masters', }, { name: 'GTM Blueprint', desc: 'For defined, repeatable and scalable GTM success', url: 'https://www.gotomarketalliance.com/go-to-market-blueprint/', }, ] }, ] }, { name: 'Resources', itemList: [ { name: 'Content hub', desc: 'CMO resources on tap', url: '/signup', itemList: [ { name: 'Articles', url: '/articles/' }, { name: 'AMAs', desc: 'Coming soon', url: '#' }, { name: 'eBooks', url: '/cmo-ebooks/' }, { name: 'Create & contribute', url: '/create-contribute/' }, { name: 'Editorial calendar', url: '/editorial-calendar/' }, { name: 'Videos', url: '/videos/' } ] }, { name: 'Podcasts', desc: 'The ultimate CMO insights', url: '/our-podcasts/', itemList: [ { name: 'CMO Convo', url: 'https://alliance.ghost.io/podcast/cmo-convo/', target: '_blank' }, { name: 'CMO Diaries', url: 'https://alliance.ghost.io/podcast/cmo-cmo-diaries/', target: '_blank' } ] }, { name: 'Research & reports', desc: 'Industry insights from us', url: '/our-reports-and-playbooks/', itemList: [ { name: 'AI for Marketing Leaders eBook', url: '/ai-for-marketing-leaders-ebook/' }, { name: 'State of AI 2025 report', url: '/the-state-of-ai-in-digital-marketing-report/' }, { name: 'CMOs to Watch in 2024', url: '/cmos-to-watch/' }, { name: 'Growth CMO Report 2024', url: '/the-growth-cmo-report/' }, { name: 'Start-up CMOs Playbook', url: 'https://www.cmoalliance.com/the-start-up-cmos-playbook/' }, { name: 'State of Market Research Report', url: '/state-of-market-research-report-sponsored-by-semrush/' } ] }, { name: 'Newsletters', desc: 'Get your monthly fix', url: '/', itemList: [ { name: 'CMO Insider', desc: 'Signup to the monthly email', url: '/subscribe-to-cmo-insider/' } ] }, ] }, { name: 'Events', itemList: [ { name: 'Digital', desc: 'Coming soon to a screen near you', url: '#', itemList: [ { name: 'CMO Sessions', url: '/tag/cmo-sessions/' }, { name: 'Virtual Meetup: Women in Leadership', desc: 'December 10', url: 'https://community.cmoalliance.io/c/virtual/dec10', }, { name: 'All events', url: '/tag/events/' }, { name: 'CMOnow: Live LinkedIn Webinar', desc: 'Webinar', url: 'https://www.cmoalliance.com/cmo-now/' } ] }, { name: 'In-person', desc: 'Events all over the world', url: '#', itemList: [ { name: 'Apply to speak', url: 'https://www.cmoalliance.com/speaking-opportunities-with-the-cmo-alliance/' }, { name: 'CMO Summit | London | December 4', url: 'https://events.cmoalliance.com/location/london', target: '_blank' }, { name: 'CMO Summit | New York | March 12', url: 'https://events.cmoalliance.com/location/newyork/', target: '_blank' }, { name: '2024 Event Calendar', url: 'https://events.cmoalliance.com/', target: '_blank' }, { name: 'Why CMOs 🧡 our events', url: 'https://www.cmoalliance.com/why-cmos-love-our-events/', target: '_blank' }, ] }, { name: 'Catch-up', desc: 'Incase you missed it', url: '#', itemList: [ { name: 'Your toolkit for maximizing martech ROI', desc: 'OnDemand', url: 'https://www.cmoalliance.com/the-cmos-toolkit-for-maximizing-martech-roi/' }, { name: 'CMO Summit San Francisco, September 2023', url: 'https://www.cmoalliance.com/cmo-summit-san-francisco-september-2023-2/' }, { name: 'CMO Summit, May 2023', url: 'https://www.cmoalliance.com/cmo-summit-may-2023-ondemand/' }, { name: 'CMO Summit New York, March 2023', url: 'https://www.cmoalliance.com/cmo-summit-new-york-2023/' }, { name: 'CMO Summit, November 2022', url: 'https://www.cmoalliance.com/cmo-summit-november-2022-ondemand/' } ] }, ] }, { name: 'Community', itemList: [ { name: 'Network', url: '#', desc: 'Connect and collaborate', itemList: [ { name: 'Slack community', url: '/join-the-community/' }, { name: 'Leadership dinners', url: '/leadership-dinner-series/' }, { name: 'Meet the ambassadors', url: 'https://www.cmoalliance.com/meet-our-ambassadors/' }, { name: 'Meetups', url: '/start-a-meetup/' }, ] }, { name: 'Learn', url: '#', desc: 'Level up your career', itemList: [ { name: 'CMO Alliance Awards 2024 | Finalists', url: 'https://www.cmoalliance.com/chief-marketing-officer-awards-2024-your-finalists/' }, { name: 'Become an ambassador', url: 'https://www.cmoalliance.com/become-an-cmoa-ambassador/', }, { name: 'CMOA Customer Advisory Board', url: '/alliance-customer-advisory-board/' }, ] }] }, { name: 'About', itemList: [ { name: 'The basics', desc: 'Our journey & how to reach us', url: '/signup', itemList: [ { name: 'Mission', url: '/about/' }, { name: 'Contact', url: '/contact/' } ] }, { name: 'Get involved', desc: 'Get your name published', url: '/get-involved/', itemList: [ { name: 'Speak at our events', url: 'https://www.cmoalliance.com/speaking-opportunities-with-the-cmo-alliance/' }, { name: 'Create & contribute', url: '/create-contribute/' }, { name: 'Partner with us', url: '/partner-with-us/' } ] }, { name: 'Our people', desc: 'At the heart of CMO Alliance', url: '/', itemList: [ { name: 'The team', url: '/the-team/' }, ] }, ] }, { name: "What's new?", url: '#', class: 'nav-whats-new' } ]; </script>  <script src='https://js.tito.io/v1' async></script> <script> if (window.location.pathname === '/articles/') { document.title = 'CMO articles | CMO Alliance'; } </script> <script src="https://tag.clearbitscripts.com/v1/pk_bebaa9db4ca35af82ab4d629c9fade2b/tags.js" referrerpolicy="strict-origin-when-cross-origin"></script> <script> window.isTOCenabled = true; </script> </head> <body class="home-template post-template tag-data tag-consumer-insights tag-tech"> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/07/CMO-FULL-LOGO-SECONDARY--ON-WHITE-.png" alt="CMO Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <a class="button primary small button-green" href="/#/portal/">Membership</a> </div> <div class="nav-icons" data-ghost-search> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"/></svg> </div>  <div class="modular-navigation"></div> <div class="nav-icons nav-mobile-modular"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg> </div>  </div> </nav> <script> if (window.topNav) { document.addEventListener('mouseover', (evt) => { let targetElement = evt.target; do { if (targetElement instanceof Element && targetElement.closest('.site-nav-left') || targetElement instanceof Element && targetElement.closest('.modular-navigation') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation-main') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation')) { return; } targetElement = targetElement.parentNode; } while (targetElement); const thisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (!document.querySelector('.modular-navigation-item-wrapper-active')) return; for (let i = 0; i < thisElementChildrenWrapper.length; i++) { thisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 10); } const thisElementChildrenWrapperThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); const selectAllThisElementChildrenWrapperSubThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper-active'); for (let i = 0; i < thisElementChildrenWrapperThird.length; i++) { thisElementChildrenWrapperThird[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapperThird[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSubThird.length; c++) { selectAllThisElementChildrenWrapperSubThird[c].classList.remove('modular-navigation-item-sub-third-wrapper-active'); selectAllThisElementChildrenWrapperSubThird[c].style.display = 'none'; } }, 10); } }); const getModularNavigation = document.querySelector('.modular-navigation'); function modularNavHandleOnClik(event) { const thisElement = event.target; const thisElementParent = thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/branding/">Branding</a> <a href="/tag/growth/">Growth</a> <a href="/tag/ideas/">Ideas</a> <a href="/tag/consumer-insights/">Consumer insights</a> <a href="/tag/startups/">Startups</a> <a href="/tag/tech/">Tech</a> <a href="/tag/team-building/">Team building</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/cmo-alliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/cmo_alliance" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg></a> <a href="https://www.facebook.com/alliance.cmo" target="_blank"> <?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.instagram.com/cmo_alliance/"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.youtube.com/@CMOAlliance" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.tiktok.com/@cmo.alliance" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://cmoalliance.io/join-the-community/" target="_blank"> <svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-data tag-consumer-insights tag-tech "> <section class="post-full-content Data & Analytics"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2023-11-24">24 November 2023</time> <span class="reading-time">14 min read</span> </section> <h1 class="post-full-title">Building brand trust in a new era of data privacy</h1> <section class="post-full-meta"> <a href="/tag/data/">Data & Analytics</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <div class="post-full-authors-content"> <p>This post was a collaboration between</p> <p><a href="/author/cecilia/">Cecilia Dones</a>, <a href="/author/anita/">Anita Erker</a>, <a href="/author/emily-maxie/">Emily Maxie</a>, <a href="/author/julia/">Julia Ulida</a>, <a href="/author/jake/">Jake Randall</a></p> </div> <ul class="author-list"> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1620909690995.jpeg" alt="Cecilia Dones" /> <h2>Cecilia Dones</h2> </div> <div class="bio"> <p>Cecilia is an executive-level polymath with expertise in both Data and Marketing Analytics and a leader with 15+ years experience delivering on digital change in both large and small organizations.</p> <p><a href="/author/cecilia/">More posts</a> by Cecilia Dones.</p> </div> </div> <a href="/author/cecilia/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1620909690995.jpeg" alt="Cecilia Dones" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1698665442368.jpeg" alt="Anita Erker" /> <h2>Anita Erker</h2> </div> <div class="bio"> <p>Anita is an experienced blockchain marketing executive with an innovative approach to creating and engaging modern digital communities and growing projects in the web3 environment. </p> <p><a href="/author/anita/">More posts</a> by Anita Erker.</p> </div> </div> <a href="/author/anita/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1698665442368.jpeg" alt="Anita Erker" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1678204114553.jpeg" alt="Emily Maxie" /> <h2>Emily Maxie</h2> </div> <div class="bio"> <p>Emily has more than 10 years experience delivering transformative growth in high-growth B2B tech companies through holistic marketing plans and impactful go-to-market strategies. </p> <p><a href="/author/emily-maxie/">More posts</a> by Emily Maxie.</p> </div> </div> <a href="/author/emily-maxie/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1678204114553.jpeg" alt="Emily Maxie" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1548018074291.jpeg" alt="Julia Ulida" /> <h2>Julia Ulida</h2> </div> <div class="bio"> <p>As the CMO at Tensorflight, Julia is an experienced marketing manager with a demonstrated history of working with B2B and B2C IT companies. Julia's passion is interesting products that make a change.</p> <p><a href="/author/julia/">More posts</a> by Julia Ulida.</p> </div> </div> <a href="/author/julia/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1548018074291.jpeg" alt="Julia Ulida" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1643680038723.jpeg" alt="Jake Randall" /> <h2>Jake Randall</h2> </div> <div class="bio"> <p>Jake Randall is Chief Operating Officer at Common Room, where he is responsible for marketing, sales, customer success, business development, and operations.</p> <p><a href="/author/jake/">More posts</a> by Jake Randall.</p> </div> </div> <a href="/author/jake/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1643680038723.jpeg" alt="Jake Randall" /> </a> </li> </ul> </section> </div> <div class="post-linkedin-wrapper"> <script src="https://platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script> <script type="IN/FollowCompany" data-id="71268213" data-counter="bottom"></script> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2023/11/data-privacy-header.png);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p><em>This article is based on a panel discussion at our CMO Summit New York in March 2023.</em></p><hr><p>In the ever-evolving landscape of data privacy, the question of how brands can build trust with their customers is more pertinent than ever. </p><p>I’m Ceci Dones, an adjunct professor at Columbia Business School, formerly Head of Data Science at Moët Hennessy. My passion lies at the intersection of data and marketing, particularly in the realm of virtual environments and interpersonal relationships. </p><p>It's a topic that's close to my heart, and I recently had the pleasure of moderating a panel discussion on Building brand trust in a new era of data privacy with a group of esteemed marketing leaders.</p><p>Anita Erker, at the time Chief Marketing Officer at Utrust, now Chief Growth Officer at Naka, brings over a decade of experience in the communication sector to the table. Anita's expertise in innovative marketing and blockchain technology offers a unique perspective on trust in the digital age.</p><p>Emily Maxie, former Chief Marketing Officer at Very, an Internet of Things consultancy, specializes in B2B marketing for early-stage companies. Her insights are invaluable, especially when considering how to foster trust in a sector where the Internet of Things is rapidly transforming how we interact with the physical world.</p><p>Julia Ulida represents Tensorflight, a B2B AI property intelligence platform that analyzes images from satellites and aerial sources to provide data to global insurance companies. Julia's experience is a testament to the importance of reliable data in building trust with clients in a highly specialized and data-driven industry.</p><p>Jake Randall, the COO at Common Room, shared his journey from helping to build Okta, a widely-used identity management service, to his current role at a community growth platform. His experience with Okta and Common Room provides a unique viewpoint on the role of community in building brand trust.</p><p>Each panelist brought a wealth of knowledge and experience to the discussion, offering diverse insights into how brands can navigate the challenges of data privacy while maintaining and building trust with their customers. As we delved into the conversation, it became clear that transparency, security, and customer empowerment are key pillars of trust in today's digital marketplace.</p><p>Stay tuned as I share more insights and takeaways from this enlightening discussion in the following segments of our conversation.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/ai-and-the-art-of-b2b-marketing-privacy-governance-and-opportunity/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">AI and the art of B2B marketing: privacy, governance, and opportunity</div><div class="kg-bookmark-description">B2B Organizations have a profound responsibility when building and deploying AI systems that impact other businesses and ultimately, people.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Avi Bhatnagar</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/10/ai-hand-meta.png" alt=""></div></a></figure><h2 id="digital-trust-perspectives-from-marketing-leaders">Digital trust: Perspectives from marketing leaders</h2><p>As we navigate the complexities of data privacy in the digital age, the concept of trust has never been more crucial for brands. I had the privilege of exploring this topic with Anita, Emily, Julia, and Jake, each sharing their insights on what it takes to build and maintain trust in today's online landscape.</p><p>We kicked off the conversation with a simple yet telling exercise: gauging the audience's trust in well-known brands like Uber, Amazon, and Twitter. The varied responses set the stage for a deeper dive into personal experiences with trust in the digital realm.</p><p>Jake candidly shared his reliance on Amazon, driven by the convenience it brings into his life as a parent. The necessity of trust in this context is a powerful testament to the brand's impact on daily routines.</p><p>Julia expressed her respect for Google, reminiscing about the pre-Google era and appreciating how the search giant revolutionized access to information.</p><p>Emily highlighted Stitch Fix for its sophisticated data science practice and its respectful handling of sensitive personal data, showcasing how transparency and security can enhance trust.</p><p>Anita admires brands that offer a consistent, local feel on a global scale, citing Bata shoes and the online design platform Canva as examples of such trust-building consistency.</p><p>The discussion then shifted to the internal dynamics of organizations, particularly the roles of CMOs and COOs in relation to Chief Data Officers (CDOs). I posed a question about the challenges faced when there isn't a dedicated CDO to partner with in managing sensitive data.</p><p>Emily emphasized the importance of anonymizing data to utilize it in aggregate without compromising individual privacy, a task that requires close collaboration between technical and marketing departments.</p><p>Anita introduced the intriguing concept of a Chief Trust Officer, a role highlighted by Deloitte, which spans data, business, and marketing, safeguarding all aspects of compliance and privacy. The idea of having such a partner resonated with her, underlining the multifaceted nature of trust in business operations.</p><p>Jake echoed the sentiment, stressing the need for understanding the types of data at hand and leveraging them without violating regulations - a balance that is critical yet challenging to achieve.</p><p>These insights from the panelists underscore a common theme: building brand trust in the digital age is a multifaceted challenge that requires a blend of transparency, consistency, and compliance. As we continue to delve into this topic, it's clear that the role of data privacy is not just a technical issue but a cornerstone of the customer-brand relationship.</p><h2 id="trust-dynamics-in-b2b-and-b2c">Trust dynamics in B2B and B2C</h2><p>We delved into the nuances of trust within B2B and B2C models, exploring how trust with the consumer differs from trust with the customer. As someone deeply involved in the data science field, I find this distinction particularly fascinating, as it speaks volumes about the relationship dynamics and expectations in each model.</p><p>Julia emphasized the importance of customer relationships and a customer-oriented approach to data privacy. She noted that in B2B, it's often easier for customers to manage their data due to dedicated departments. However, the key lies in building transparent relationships with enterprise customers from the outset, ensuring clarity about data sharing and gathering practices.</p><p>Jake provided an interesting perspective on the dual roles in B2B businesses. He pointed out that while you may negotiate with a company's CIO or CTO, the end-users of your product - the employees - have a consumer mindset. This dichotomy requires a balance between satisfying the technical and security needs of the buyer and ensuring a trustworthy user experience for the employees. He used his experience at Okta to illustrate how vital it is for employees to trust the service they log into every day, regardless of the security certifications the service may boast.</p><p>Emily, representing a consultancy, spoke to the existential importance of trust in her business. With multimillion-dollar deals on the line, the consultancy's survival hinges on its ability to build and maintain trust, underscoring that without it, their business model would crumble.</p><p>Anita brought the conversation back to the core of trust - honesty. She argued that the market now demands hard truths and unwavering honesty, especially when dealing with something as sensitive as processing money. For her, trust is the ultimate currency. She highlighted four pillars essential to building trust: humanity, transparency, capability, and consistent quality of delivery. These pillars ensure that businesses don't just see you as a brand looking to grow but as a partner committed to helping them succeed.</p><p>As we navigated through these insights, it became clear that whether in B2B or B2C, trust is a multifaceted and delicate entity that must be nurtured with transparency, reliability, and a deep understanding of the human element at the heart of all business interactions.</p><h2 id="initiating-trust-the-foundation-of-customer-relationships">Initiating trust: The foundation of customer relationships</h2><p>We delved into the crucial first steps of establishing trust between brands and their customers. This phase is pivotal, as it sets the tone for the data exchange and the overall relationship. The panelists shared their strategies and experiences, offering a wealth of knowledge on initiating this delicate exchange.</p><p>Emily stressed the importance of knowing your brand's core values and promises. She believes that a clear understanding of what your brand stands for is essential before customers can trust you with their data. This understanding must permeate every aspect of the company, from the product or service to the overall brand experience.</p><p>Jake reiterated the significance of brand identity and its digital representation. He mentioned Strava as an example, where trust is built through community endorsement rather than the fine print of user agreements. The brand's digital presence and the values it communicates become the primary touchpoints for trust.</p><p>Anita highlighted the need for honesty, both internally when building business models and externally when communicating with the market. She pointed out a current shortfall in marketing ethics, where promises are made hastily without the certainty of delivery. Anita advocates for a balance between making claims and fulfilling them, suggesting that social proof and customer testimonials are invaluable in establishing external trust.</p><p>Julia shared the unique challenges faced in the niche insurance market where brand building is not just beneficial but necessary. She discussed the trade-off between data protection and the value of sharing data. In her experience, social proof was not an option due to customer confidentiality, so they focused on metadata and brand values. Julia recounted how Tensorflight's assistance to the Ukrainian government in assessing war damages not only aligned with their brand values but also showcased their ability to provide accurate data and respond flexibly to crises, further solidifying their brand trust.</p><p>From these insights, it's clear that initiating trust with customers starts with a deep understanding of your brand's identity and values. It requires a commitment to transparency and ethics, both internally and in market-facing interactions. By prioritizing these elements, brands can create a strong foundation for trust that resonates with customers and distinguishes them in the marketplace.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/patrick-reynolds-ama-first-party-data-priorities-and-business-agility/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Patrick Reynolds AMA: First-party data priorities and business agility</div><div class="kg-bookmark-description">We’ve pulled together some of the biggest insights from Patrick’s AMA on everything from preparing for the end of third-party cookies, to the state of PPC in a first-party data-centric world.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Patrick Reynolds</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/10/data-stream-image.png" alt=""></div></a></figure><h2 id="sustaining-trust-a-continuous-commitment">Sustaining trust: A continuous commitment</h2><p>Maintaining trust with customers is an ongoing process, akin to nurturing a personal relationship. It's a commitment that requires consistent effort and integrity. During our panel, we shared our experiences and strategies for preserving the trust we've worked so hard to establish.</p><p>Emily underscored the importance of keeping brand promises. She likened the loss of trust with a customer to the breakdown of trust in a personal relationship, emphasizing the difficulty of regaining confidence once it's been compromised. The key, she suggested, is to consistently "do what you say you're going to do," recognizing that while the concept is simple, the execution can be challenging, especially when faced with tough business decisions.</p><p>Julia agreed, noting that trust is much easier and faster to lose than to gain. In her industry, where data sensitivity is paramount, transparency isn't just a buzzword - it's a necessity. This has led to company-wide policies at Tensorflight, including regular internal audits and stringent data security regulations, to ensure that trust is embedded in their corporate culture.</p><p>Jake highlighted proactive communication as a cornerstone of trust maintenance. At Common Room, they make it a priority to explain to customers how their data is being used and give them control over it. This transparency is not just a value-add; it's a fundamental aspect of the product experience that sets them apart. Jake acknowledged that while this approach might place additional demands on the product team, it's these details that can significantly enhance customer trust.</p><p>Anita brought attention to the value of direct, two-way communication. She advocated for frequent "ask me anything" sessions with C-level executives and the formation of user groups to gather feedback and ideas. This approach not only fosters transparency but also ensures that the voice of the customer is heard and valued. Additionally, she pointed out that Utrust's use of blockchain technology inherently supports transparency, as transactions are recorded and trackable, further reinforcing trust through technological means.</p><p>From these insights, it's evident that sustaining trust is not a one-time effort but a continuous journey. It requires a blend of clear communication, transparency, adherence to promises, and the willingness to engage directly with customers. By embedding these practices into the fabric of our operations, we can ensure that trust remains at the forefront of the customer experience.</p><h2 id="the-transparency-paradox-finding-the-right-balance">The transparency paradox: Finding the right balance</h2><p>Transparency is often hailed as a key ingredient in building trust, but how much transparency is optimal? This was the challenging question we tackled next.</p><p>Emily shared a profound insight from one of her mentors: "Transparency without context is just cruel." She believes that while transparency is important, it must be balanced with context to avoid overwhelming or confusing stakeholders. It's not just about being open but also about being thoughtful regarding what information is shared and the narrative that accompanies it.</p><p>Jake added to this by sharing an anecdote from his time at Okta, where he would remind their Chief Security Officer to provide clear and concise answers during negotiations. His point was that transparency needs to be appropriate to the situation. In a negotiation, for example, too much transparency could lead to unnecessary complications. The context of the conversation and the audience's needs should dictate the level of transparency.</p><p>Anita Erker offered a practical approach to managing transparency. She collects frequently asked questions and feedback from the customer success team, which she oversees. This information is then discussed with the C-level team to determine what should be communicated transparently going forward. This process ensures that the level of transparency is consistent and tailored to the needs and concerns of customers.</p><p>From our discussion, it's clear that while transparency is crucial, it's not a one-size-fits-all solution. The art lies in striking the right balance - providing enough information to build trust and demonstrate integrity, but not so much that it becomes counterproductive. </p><p>This balance requires a nuanced understanding of context, audience, and the specific dynamics of each interaction. As we continue to navigate the complexities of data privacy and brand trust, finding this equilibrium will be essential for fostering long-term, meaningful relationships with customers.</p><h2 id="core-insights-on-trust-in-the-digital-age">Core insights on trust in the digital age</h2><p>As we wrapped up our panel discussion before turning to the audience for questions, we each shared a key takeaway on trust in the digital era - a distilled piece of wisdom for the audience to carry forward.</p><p>Emily advised caution in transparency, emphasizing the difficulty of retracting information once shared. She urged companies to think long-term about what they disclose and to consider the implications of ceasing to share certain information once the precedent is set.</p><p>Julia succinctly put it: "Secure data is secure trust." She stressed the importance of robust data privacy regulations within a company and the need to be transparent about these practices. For her, prioritizing customer relationships and ensuring data security are paramount in maintaining trust.</p><p>Anita highlighted the power of storytelling in building trust. She suggested crafting your brand's story in a way that's easily understood and shared by others, as trust often stems from recommendations and the ability to relay positive experiences.</p><p>Jake reiterated the value of social proof in the digital age, drawing on the Strava example from earlier in the session. He pointed out that trust is built on the foundation of community endorsement, much like how people rely on Yelp reviews for restaurant recommendations. The interconnectedness of today's digital world means that peer experiences are more influential than ever.</p><p>These insights underscore a common theme: trust in the digital age is a delicate balance between transparency, security, and community endorsement. As we navigate this landscape, it's crucial to be thoughtful about the information we share, to protect and respect customer data, and to understand the influential role of social proof in shaping public perception and trust.</p><h2 id="navigating-data-privacy-laws">Navigating data privacy laws</h2><p>During the Q&A session, an audience member brought up a pertinent question about the challenges of navigating the patchwork of privacy laws emerging across the United States, similar to the GDPR in Europe. This is a critical issue for companies operating in multiple jurisdictions, each with its own set of data protection regulations.</p><p>Jake addressed the complexity of the situation, acknowledging that people's mobility adds another layer of difficulty. His strategy has been to adhere to the strictest standards, using them as a benchmark for compliance across the board. For instance, in Europe, they positioned their data center in Germany, leveraging the country's stringent privacy laws as a safeguard for broader European operations. This "lowest common denominator" approach ensures that they meet the highest privacy requirements, which should, in theory, satisfy less stringent jurisdictions.</p><p>Julia concurred, sharing that her company, being European, initially grappled with the implementation of GDPR. The initial phase was chaotic, with businesses scrambling to comply and seeking help from audit firms. However, she noted that what once seemed like a regulatory burden has now become a necessary part of doing business. Julia believes that the global trend is moving towards more stringent data privacy, and being organized and proactive in internal regulation setup is key to navigating this trend.</p><p>When the conversation turned to me, I was posed a challenging question about how Moët Hennessy navigates the evolving landscape of data privacy while still gaining valuable consumer insights to fuel business growth.</p><p>In the US, where I operate, the alcohol industry is uniquely complex due to its heavily regulated nature, featuring a three-tier system where we sell to distributors, who then sell to retailers, and finally to consumers. In some states, like Texas, there are even additional layers to navigate. This structure makes it inherently challenging to establish direct relationships with consumers and to collect data from them.</p><p>Our approach at Moët Hennessy was to focus on our brand values and the story we want to tell. We ask ourselves what the value exchange is for a consumer to engage with us digitally. What are we offering that makes sharing their data worthwhile? As a luxury brand, our priority is the experience - the emotions evoked by the sight of our bottles, the sound of a cork popping. These are the moments we strive to enhance through our digital presence.</p><p>We're not just selling a product; we're offering an experience that's synonymous with luxury and celebration. Our digital strategies are designed to augment these real-life experiences, not replace them. In this way, we maintain a connection with our consumers that respects their privacy while still providing the exceptional experiences they expect from Moët Hennessy.</p><p>In the face of stringent data privacy laws and regulations, we've learned that the key is to be as transparent as possible about our data practices and to ensure that every digital interaction with our brand is meaningful and enriching. This is how we continue to grow and maintain trust in an era where privacy is paramount.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/cmo-convo-building-brand-trust-with-data-privacy-jodi-daniels/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">CMO Convo | Building brand trust with data privacy | Jodi Daniels</div><div class="kg-bookmark-description">Customer demands and government regulation over data privacy have never been higher, and they’re only set to increase. But what if data privacy isn’t a burden for CMOs? What if was actually a benefit for building brand trust?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/02/CMO_Podcast_--2-.png" alt=""></div></a></figure><h2 id="navigating-trust-recovery">Navigating trust recovery</h2><p>To round out the discussion, the audience's curiosity shifted towards understanding how companies navigate the treacherous waters of trust recovery after a breach or a crisis. This is a critical aspect of maintaining customer relationships, especially in today's digital age where trust is both fragile and paramount.</p><p>Jake shared a candid story from his time at Okta, where they faced a security breach. He highlighted the importance of transparency and direct communication in such situations. The executive team's approach to personally reach out to their top customers was a testament to taking responsibility and showing commitment to their clients. This proactive and personal outreach helped maintain their customer base, demonstrating that while breaches can shake trust, the response to the crisis is what defines the future of customer relationships.</p><p>Anita brought in a different perspective, sharing her experiences with government institutions and the blockchain industry. She emphasized the innovative approach of creating a digital brand that resonated with younger generations, which in turn influenced the perceptions of their parents. </p><p>However, her story about a blockchain protocol suffering a 51% attack served as a stark reminder that in some cases, trust, once lost, especially in the realm of new technologies and finances, can be irrecoverable. Her suggestion to start anew with a fresh brand underlines the severity of trust issues in the tech industry.</p><p>These insights from the panelists underscore a crucial takeaway for businesses: trust is the cornerstone of customer relationships, and while it can be compromised, the manner in which a company responds to a crisis can either restore or further erode that trust. </p><p>It's a delicate balance of transparency, communication, and the ability to demonstrate through actions that the company values and prioritizes its customers' security and trust above all else.</p><hr><p><strong>The world of data collection, security, and compliance is a major part of the next CMO Summit New York, on March 19th. Don't miss the opportunity to discuss the topic with some of the biggest names in marketing.</strong></p>  <a class="typeform-share button" href="https://events.cmoalliance.com/location/newyork?ref=cmoalliance.com" data-mode="popup" style="display:inline-block;text-decoration:none;background-color:#EE4F7A;color:white;cursor:pointer;font-family:Helvetica,Arial,sans-serif;font-size:18px;line-height:45px;text-align:center;margin:0;height:45px;padding:0px 30px;border-radius:9px;max-width:100%;white-space:nowrap;overflow:hidden;text-overflow:ellipsis;font-weight:bold;-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;" target="_blank">Explore the agenda and get your ticket</a> <script> (function() { var qs,js,q,s,d=document, gi=d.getElementById, ce=d.createElement, gt=d.getElementsByTagName, id="typef_orm_share", b="https://embed.typeform.com/"; if(!gi.call(d,id)){ js=ce.call(d,"script"); js.id=id; js.src=b+"embed.js"; q=gt.call(d,"script")[0]; q.parentNode.insertBefore(js,q) } })() </script>  </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/#/portal/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors"> <div class="post-full-authors-content"> <p>This post was a collaboration between</p> <p><a href="/author/cecilia/">Cecilia Dones</a>, <a href="/author/anita/">Anita Erker</a>, <a href="/author/emily-maxie/">Emily Maxie</a>, <a href="/author/julia/">Julia Ulida</a>, <a href="/author/jake/">Jake Randall</a></p> </div> <ul class="author-list"> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1620909690995.jpeg" alt="Cecilia Dones" /> <h2>Cecilia Dones</h2> </div> <div class="bio"> <p>Cecilia is an executive-level polymath with expertise in both Data and Marketing Analytics and a leader with 15+ years experience delivering on digital change in both large and small organizations.</p> <p><a href="/author/cecilia/">More posts</a> by Cecilia Dones.</p> </div> </div> <a href="/author/cecilia/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1620909690995.jpeg" alt="Cecilia Dones" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1698665442368.jpeg" alt="Anita Erker" /> <h2>Anita Erker</h2> </div> <div class="bio"> <p>Anita is an experienced blockchain marketing executive with an innovative approach to creating and engaging modern digital communities and growing projects in the web3 environment. </p> <p><a href="/author/anita/">More posts</a> by Anita Erker.</p> </div> </div> <a href="/author/anita/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1698665442368.jpeg" alt="Anita Erker" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1678204114553.jpeg" alt="Emily Maxie" /> <h2>Emily Maxie</h2> </div> <div class="bio"> <p>Emily has more than 10 years experience delivering transformative growth in high-growth B2B tech companies through holistic marketing plans and impactful go-to-market strategies. </p> <p><a href="/author/emily-maxie/">More posts</a> by Emily Maxie.</p> </div> </div> <a href="/author/emily-maxie/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1678204114553.jpeg" alt="Emily Maxie" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1548018074291.jpeg" alt="Julia Ulida" /> <h2>Julia Ulida</h2> </div> <div class="bio"> <p>As the CMO at Tensorflight, Julia is an experienced marketing manager with a demonstrated history of working with B2B and B2C IT companies. Julia's passion is interesting products that make a change.</p> <p><a href="/author/julia/">More posts</a> by Julia Ulida.</p> </div> </div> <a href="/author/julia/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1548018074291.jpeg" alt="Julia Ulida" /> </a> </li> <li class="author-list-item"> <div class="author-card"> <div class="basic-info"> <img class="author-profile-image" src="/content/images/size/w300/2023/11/1643680038723.jpeg" alt="Jake Randall" /> <h2>Jake Randall</h2> </div> <div class="bio"> <p>Jake Randall is Chief Operating Officer at Common Room, where he is responsible for marketing, sales, customer success, business development, and operations.</p> <p><a href="/author/jake/">More posts</a> by Jake Randall.</p> </div> </div> <a href="/author/jake/" class="moving-avatar" style="padding:0;"> <img class="author-profile-image" style="width:100%; height:100%;" src="/content/images/size/w300/2023/11/1643680038723.jpeg" alt="Jake Randall" /> </a> </li> </ul> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/data/">Data & Analytics</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/crafting-data-driven-narratives-that-resonate/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/Andy-Weiss-Ceipal-.png" alt="Crafting data-driven narratives that resonate" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/crafting-data-driven-narratives-that-resonate/"> <header class="post-card-header"> <h2 class="post-card-title">Crafting data-driven narratives that resonate</h2> </header> <section class="post-card-excerpt"> <p>I’m Andy Weiss, CMO of Ceipal, a talent software company, and I’m thrilled to dive into the art of data-driven storytelling with you...</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">7 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/how-to-get-more-from-brand-marketing-analytics/"> <img class="post-card-image" src="/content/images/size/w800/2024/04/hunter-harritt-Ype9sdOPdYc-unsplash.jpg" alt="How to get more from brand marketing analytics" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/how-to-get-more-from-brand-marketing-analytics/"> <header class="post-card-header"> <h2 class="post-card-title">How to get more from brand marketing analytics</h2> </header> <section class="post-card-excerpt"> <p>Brand marketing analytics bridges brand building and performance marketing. This article shows CMOs how to measure brand impacts, project revenue contributions, and sell to CFOs....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">9 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/are-we-doing-b2b-marketing-attribution-all-wrong/"> <img class="post-card-image" src="/content/images/size/w800/2023/08/evidence-board-image.png" alt="B2B marketing attribution: How to get it right" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/are-we-doing-b2b-marketing-attribution-all-wrong/"> <header class="post-card-header"> <h2 class="post-card-title">B2B marketing attribution: How to get it right</h2> </header> <section class="post-card-excerpt"> <p>To be the most successful and appreciated as a B2B marketer is to have a real impact on the business’s pipeline or the revenue that is coming out at the end. And that needs attribution....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">9 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.cmoalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" /> <span>CMO Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">Building brand trust in a new era of data privacy</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=Building%20brand%20trust%20in%20a%20new%20era%20of%20data%20privacy&url=https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.cmoalliance.com/assets/img/sales/CMO%20FULL%20LOGO%20WHITE.svg?v=1c343b1def" /> </a> </div> <div class="site-footer-content-title"> The CMO Alliance is a collective of passionate Chief Marketing Officers all over the world. We launched in January 2021 and now we’re on a mission to support CMOs to do great things. </div> </div> <div class="site-footer-social social-links"> <a href="https://www.linkedin.com/company/cmo-alliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/cmo_alliance" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg></a> <a href="https://www.facebook.com/alliance.cmo"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.instagram.com/cmo_alliance/"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.youtube.com/@CMOAlliance" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.tiktok.com/@cmo.alliance" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://cmoalliance.io/join-the-community/" target="_blank"> <svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> ABOUT </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/create-contribute/">Contribute</a></li> <li class="nav-tag" role="menuitem"><a href="/partner-with-us/">Media Guide</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/about">Mission</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/privacy-policy-2">Privacy Policy</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/terms-and-conditions">Terms of Service</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> RESOURCES </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="/articles">Articles</a></li> <li class="nav-tag" role="menuitem"><a href="/subscribe-to-cmo-insider/ ">Newsletter</a></li> <li class="nav-home nav-current" role="menuitem"><a href="/cmo-convo-podcast/">Podcasts</a></li> <li class="nav-tag" role="menuitem"><a href="#">Reports</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> GENERAL </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="https://events.cmoalliance.com/" target="_blank">Events</a></li> <li class="nav-advisory-board" role="menuitem"><a href="#">Membership</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/join-the-community/">Community</a></li> </ul> </div> <div class="site-footer-categories"> <div class="site-footer-categories-title"> Learn </div> <a href="/tag/branding/">Branding</a> <a href="/tag/growth/">Growth</a> <a href="/tag/ideas/">Ideas</a> <a href="/tag/consumer-insights/">Consumer insights</a> <a href="/tag/startups/">Startups</a> <a href="/tag/tech/">Tech</a> <a href="/tag/team-building/">Team building</a> </div> </div> </div> </div>  <script> var images = document.querySelectorAll('.kg-gallery-image img'); images.forEach(function (image) { var container = image.closest('.kg-gallery-image'); var width = image.attributes.width.value; var height = image.attributes.height.value; var ratio = width / height; container.style.flex = ratio + ' 1 0%'; }) </script> <script src="https://apps.elfsight.com/p/platform.js" defer></script> <div class="elfsight-app-f8445c3b-7dae-40fd-86d7-4e160ad6e275"></div> <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script> <script type="text/javascript"> (function(e,t,o,n,p,r,i){e.visitorGlobalObjectAlias=n;e[e.visitorGlobalObjectAlias]=e[e.visitorGlobalObjectAlias]||function(){(e[e.visitorGlobalObjectAlias].q=e[e.visitorGlobalObjectAlias].q||[]).push(arguments)};e[e.visitorGlobalObjectAlias].l=(new Date).getTime();r=t.createElement("script");r.src=o;r.async=true;i=t.getElementsByTagName("script")[0];i.parentNode.insertBefore(r,i)})(window,document,"https://diffuser-cdn.app-us1.com/diffuser/diffuser.js","vgo"); vgo('setAccount', '649525905'); vgo('setTrackByDefault', true); vgo('process'); </script> <script> var beamer_config = { product_id : 'mRmJecoD47581', //DO NOT CHANGE: This is your product code on Beamer selector : '.nav-whats-new' }; </script> <script type="text/javascript" src="https://app.getbeamer.com/js/beamer-embed.js" defer="defer"></script> <script type="text/javascript" src="https://www.cmoalliance.com/assets/built/jquery.js?v=1c343b1def" ></script> <script type="text/javascript" src="https://www.cmoalliance.com/assets/built/jquery.fitvids.js?v=1c343b1def" ></script> <script type="text/javascript" src="https://www.cmoalliance.com/assets/built/ghost-lunr.js?v=1c343b1def" defer></script> <script type="text/javascript" src="https://www.cmoalliance.com/assets/built/search.js?v=1c343b1def" defer></script> <script> // Adds delay to author card dropups to disappear. This gives enough // time for the user to interact with the author card while they move // the mouse from the avatar to the card. Also makes space for the // interacted avatar. $(document).ready(function () { var hoverTimeout; $('.author-list-item').hover(function(){ var $this = $(this); clearTimeout(hoverTimeout); $('.author-card').removeClass('hovered'); $(this).children('.author-card').addClass('hovered'); }, function() { var $this = $(this); hoverTimeout = setTimeout(function() { $this.children('.author-card').removeClass('hovered'); }, 800); }); }); </script> <script> // Adds delay to author card dropups to disappear. This gives enough // time for the user to interact with the author card while they move // the mouse from the avatar to the card. Also makes space for the // interacted avatar. $(document).ready(function () { var hoverTimeout; $('.author-list-item').hover(function(){ var $this = $(this); clearTimeout(hoverTimeout); $('.author-card').removeClass('hovered'); $(this).children('.author-card').addClass('hovered'); }, function() { var $this = $(this); hoverTimeout = setTimeout(function() { $this.children('.author-card').removeClass('hovered'); }, 800); }); }); </script> <script type="text/javascript" src="https://www.cmoalliance.com/assets/%20built/jquery.fitvids.js?v=1c343b1def"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = getSelectPostContent.children[getSelectPostContentLength]; const thisinPostAd = document.createElement('a'); thisinPostAd.classList.add('post-in-post-ad'); const getRandAdItem = inArticleAdList[Math.floor(Math.random() * inArticleAdList.length)]; thisinPostAd.style.backgroundImage = 'url(' + getRandAdItem.img + ')'; thisinPostAd.setAttribute('href', getRandAdItem.url); thisinPostAd.setAttribute('target', '_blank'); getSelectPostContentItem.parentNode.insertBefore(thisinPostAd, getSelectPostContentItem.nextSibling); } const getCertCta = document.querySelector('.get-cert-cta'); if (window.showGetCertCta && getCertCta) { getCertCta.style.display = 'block'; } </script> <script> window.intercomSettings = { app_id: "ihx5j8jg" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); </script> </body> </html>

CINXE.COM

Building brand trust in a new era of data privacy