How do you design for trust in a world that is losing it?
The 4-hour workshop that changes how you invest in the single most important brand differentiator in the age of AI.
BY MIRA KADDOURA & JASEMEN NASSABTrust is the main thing that brand was designed to solve.
Everyone is telling you to build trust, nobody is telling you how.
The data agrees: trust matters more than ever.
88% of global consumers
rank trusting a brand as an important or critical purchase deal breaker.
88%
Trusted companies outperform their peers by 400%.
400%
70% of people are unwilling to trust others who differ: people trust institutions less, leaders less, each other less.
70%
Nike’s net income fell 44% after 3 years (2020-2023) of brand optimization.
44%
“We've shifted investments away from creating demand for our brand to capturing the brand demand through performance marketing."
Elliott Hill, CEO, December 2024.
Trust makes or breaks bottom-line success.
However, trust is harder to grow than ever.
Brand Trust is the only real differentiator left.
Everything else can be copied.
Amplified by:
Accessible Global Manufacturing.
Dupe Culture normalized.
Digital Products instantly created with AI.
It has never been harder to reach to people.
Meta’s price per ad keeps rising, while it is cheaper than ever to buy views on TikTok & YouTube. 36% of a programmatic ad dollar reaches a human. Over 50% of online traffic is bots.
Our consumer lives are getting increasingly complex.
Decision making, intimacy, education, work, all of it is being turned on its head by AI agents. Yesterday’s playbook (specialize, optimize, repeat) has become outdated.
We teach you how to close the gap: designing for trust in a world that is losing it.
The old play rules of brand have stopped working.
What really builds or breaks trust is invisible to anyone who doesn’t know where to look.
WHAT YOU WILL LEAVE WITH:
THE TRUST EQUATION.
You’ll leave with new tools to see through any industry trend or ‘buzzword’ and spot the real value before any money is spent.
A
You learn how to spot your brands own trust leaks:
What builds value?
What drains it? And why?
B
You learn to tell two identical-looking events, partnerships or communities apart, learning which ones really scale connection vs. shrink it.
C
MEET YOUR GUIDES
One guide built the Brands people quote.
The other, maps what they’re really made of.
An intergenerational, Global North x Global South partnership bridging creative and systems thinking.
We have spent this past year applying the trust equation to both:
Breaking silos for a Sovereign Nations Cultural Ecosystem,
bridging their internal, local and global brand.Creating Yamaha Music’s best performing Global Campaign, ever.
Now we’re opening this operating system to others.
Mira Kaddoura
Sovereign Advisor. Chief Creative & Brand Intelligence. Two decades of Building Brands at the highest level in Sport, Tech, CPG, Wellness, Tourism & Social Impact. Founder of Red & Co.
Jasemen Nassab
Cultural Strategist & Researcher. Creator of the Attunement Economy™, helping leaders navigate culture, brand, capital and institutional strategy in a post-attention, multipolar world.
Consider this your brand’s insurance for the future.
A 4-hour immersive workshop for leadership teams, founders and investors. In person or remote.
