Branding

What the DMV Taught Me About Brand Trust in the Age of Algorithms

Headshot of Peter Horst
By Peter Horst

After I shifted my residency from Pennsylvania to Virginia, I put off for way too long the job of going to the DMV to change my driver’s license. When I finally went recently, it was just as awful an experience as I expected. While I did lose years off my life, I also came away with new insights about customer experience and brand trust in the age of the algorithm.

Let me set the stage. After explaining my needs (license, registration) to a greeter, I was given a ticket with the the number D72.

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Headshot of Peter Horst

Peter Horst

Marketing has never had a greater impact on the business, and at the same time it’s never been more complex and challenging. The CMO Viewwill dive into the wide-ranging issues faced by CMOs as they navigate digital transformation, connected consumers, disruptive competitors and the need to justify their marketing investment.

Peter Horst is a Fortune 500 CMO and innovation leader who has spent three decades driving growth across diverse industries, ranging from consumer packaged goods to telecom, cybersecurity to financial services.  His experience includes leadership roles at Hershey, where he was most recently CMO, Capital One, TD Ameritrade, and General Mills. Peter has been part of creating and building some of the world’s most iconic brands through breakthrough innovation and award-wining marketing campaigns.  Awards and recognition include Cannes Lion, CMO Club Marketing Innovator Award, being named a Forbes Top 50 Most Influential Global CMO, and #22 of the top 500 global CMOs by Execrank.  Peter now speaks, writes and consults on marketing, innovation and leadership, and is a frequent contributor to CMO.com and other publications. Follow Peter at @peterhorst.

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