Greenbook invites you to their event
About this event
Trust isn’t just a brand asset; it’s a brand advantage. But the way it’s earned, maintained, and measured is changing. In times of economic uncertainty and cultural shift, consumers are paying closer attention to how brands show up, and they’re rewarding the ones that get it right.
Join CMB and Greenbook for a first look at the latest findings from CMB’s Brand Trust Study. We’ll explore how trust is shifting across industries like insurance, retail, healthcare, travel, and hospitality, and uncover the factors that matter most to consumers right now. From dependability to integrity, you’ll gain a clear view of what drives or damages trust and how expectations are shifting. You’ll also see how leading brands are adapting their strategies to actively strengthen consumer confidence.
Whether you’re leading brand tracking, loyalty initiatives, or strategic planning, this session will help you translate insight into action and build brand resilience for the long haul.
You’ll Learn How to:
Strengthen brand equity and loyalty studies by incorporating trust-focused measures and frameworks.
Align stakeholders around the latest data to guide strategic decisions grounded in consumer expectations.
Proactively champion new methods that prioritize transparency, consistency, and long-term brand connection.
Hosted by
Amy Modini leads CMB’s Healthcare and Insurance Practice, partnering with insurers, providers, and hospitals as well as large, complex organizations to bring insights around both B2B and consumer audiences for leading brands. Amy has done extensive work helping clients conduct expert research and inform decisions related to product/service development, market segmentation, brand/customer experience and positioning, and brand tracking/development. She brings dedicated expertise in marrying qualitative and advanced quantitative techniques.
Sasha McCune leads CMB’s Media, Entertainment & Culture practice: Sasha is a creative mixed methodologist working across tech, content and culture, partnering with some of the world’s largest brands during big moments of change. She has 15+ years of leading insights, design, research, innovation, and ethnographic research programs for Fortune 1000 companies across media, entertainment, consumer electronics, hardware, software, lifestyle, and more. Her work focuses on leveraging creative custom techniques, studying complex and changing media and brand ecosystems, and investigating the impact of tech innovations (such as AI) and exploring cultural themes and fandom experiences.
Brant Cruz is a proud CMB lifer (25+ years) who has worked with many of the top Platform, eCommerce, Digital Media, and Travel & Hospitality brands. He is particularly accomplished in global segmentation work. Commercially relevant specialties include: NPS measurement; merging consumer-perceptual and big-transactional data into segments ascribed to client databases; the psychology of Habit Loops that lead to sticky clan/team dynamics and their impact on gaming, social platforms and professional and personal groups; and key B2B audiences like Small Business Owners, Sales, Marketing, HR and Online Learning professionals
Greenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.
