Latest news with #brandtrust
Fast Company
17-07-2025
- Business
- Fast Company
Great brands don't just sell—they connect
Marketers have long understood that building emotional connections and strong relationships with customers starts with great storytelling. Today's most compelling brands don't just meet consumer needs, they tap into the deeper desires behind every transaction, crafting narratives that resonate beyond the point of sale. Fast Company and window and door manufacturer Pella hosted a panel of marketing leaders during the recent Most Innovative Companies Summit to explore the secrets behind building enduring brand trust. These experts revealed what it takes to create a brand that captures attention and earns loyalty. Here are three insights from the conversation. (Some comments have been edited for length and clarity; scroll to the bottom to watch the entire panel discussion.) 1. Connect to consumers' core human emotions. Many brands promote products that are highly functional. But leading with functionality is a good way to lose an audience from the get go, said Pella CMO Keith Mann. 'If we're constantly peppering the market with very functional product-specific messages, we lose an entire audience that isn't ready to engage in that mental construct yet,' he said. 'If we can connect our product to more core human emotions, desires, problems to solve, we can seed awareness and ultimately preference.' For Mann and his team, that emotional hook is trust. 'When you really think about it,' he added, 'we produce a product that facilitates the interaction between you and nature in one of the most personal environments, which is your home.' One recent ad campaign features a nine-year-old girl confidently dancing through her house to a Missy Elliott song as the outside weather grows ominous. The narrative nature of the ad breaks with traditionally staid window campaigns of the past. Mann said it touches on an important core belief: 'When you're at your home, you want to feel safe; you want to feel comfortable; you want the most precious things in your lives—your family—to be in a place that you know is protected.' 2. Connect early, connect often. Building emotional connection and loyalty to a product often means inviting customers in on the ground floor. When building Epic Universe, a theme park at Universal Orlando that opened in May, the company initiated a conversation with its biggest fans to understand how to enhance their experience. 'We wanted people to trust that they're making good decisions with their vacation time and that they'll be able to connect to make memories that last a lifetime,' said Alice Norsworthy, president of global marketing for Universal Destinations and Experiences. The message Norsworthy said she and her team heard repeatedly: 'Give us more immersive storytelling.'In addition to adrenaline-fueled rides, designers made sure fans could interact closely with their environments, whether getting up close and personal with a dragon or using a Power-Up Band to collect keys and explore Super Nintendo World. Before the park opened, Norsworthy's targeted fan communities of the films and products they were launching, releasing long-form content showcasing the park's development and giving fans early buy in. 'They were able to take a peek behind the scenes to understand all the care and attention that we gave to bringing their favorite properties to life,' she said. 3. Use AI to enhance the customer experience. Strong storytelling may draw people into the marketing funnel, but the experience needs to follow through—especially when the customer journey involves complex decision-making. At Universal, the company has developed an AI virtual concierge to help guests customize their experience. 'A vacation can be pretty complex, with all of the detail and the need to understand product experience,' Norsworthy said. This has enabled greater personalization for and deeper conversations with customers, helping them to streamline the planning process. Customers at Pella also have to consider a lot of information to make informed decisions about the windows or doors for their home. 'Our IT department likes to tell me that we have up to eight octillion combinations for an individual window that we can build, which is terrifying,' Mann said. Consequently, the company has turned to AI tools to help customers explore and choose windows confidently without having to make dozens of decisions on how to configure an individual window. 'We're spending a ton of time thinking through the right tools so it's not as daunting,' Mann said, adding that the effort is paying off. 'When someone gets to consideration, we've already won them as a brand.' Watch the full panel:
Forbes
14-07-2025
- Business
- Forbes
Micro‑Moments And Nano‑Creativity: An Influencer Marketing Playbook
Sergi Cerrato is a Spanish lawyer and CEO of MCR-Agency, a leading gaming influencer marketing firm. When I launched my first influencer campaign for a boutique brand, I assumed I needed big influencers because it looked glamorous on paper, but I didn't see the results the brand wanted. Engagement was flat, and conversions were nearly zero. Then, an unplanned shift occurred as a nano-influencer with 4,500 followers attended our soft launch and posted an honest Reel from their perspective. Within hours, foot traffic and online chatter began. It wasn't just exposure; it was a context-driven approach. That event led me to double down on micro-moments. This kind of unexpected, real-time, culturally focused content ultimately draws people in. And yes, these moments, created by nano‑ and micro-creators, are your brand's most potent strategy for brand trust, resonance and visible impact. Creator Authenticity Multiplies ROI Micro-moments are fleeting, context-rich interactions, such as when someone discovers your brand in real life and shares it authentically. The beauty of these moments is how they humanize your brand. So, think less broadcast, more friendship. Nano-influencers (1,000 to 10,000 followers) and micro-influencers (10,000 to 50,000 followers) specialize in micro-moments because they have lived the experience. They're not pitching; they're only inviting you to join their world. Campaigns that blend micro-moments and nano- and micro-creators often exceed the ROI of single macro-influencer strategies. Data shows that engagement rates tend to decline as follower count increases. An analysis of over 17,000 influencer marketing campaigns reveals that nano- and micro-influencers delivered engagement rates of 2.71% and 1.81%, respectively, compared to mid-tier influencers' 1.24%. This reinforces the growing value of nano- and micro-influencers, whose smaller, more connected audiences consistently drive high interaction rates. A Step-By-Step Tactical Playbook For Brands • Scout smartly. Use tools, such as influencer discovery platforms or social listening software, to identify creators who are already active in your niche or region. Prioritize those who attend pop-up events, product launches or community-driven moments, as this is where authentic, shareable content tends to occur. • Leave space for creators' creativity. Instead of handing influencers a rigid script, provide them with a creative brief that outlines the product benefits, tone of voice and core message, but allow them to tell the story in their own way. That freedom usually results in content that feels more natural and engaging. • Track engagement precisely. Don't rely on guesswork. Use UTM links (trackable URLs), promotion codes and even geofencing (targeting based on location) to measure exactly where traffic and sales are coming from. This helps prove ROI and optimize future campaigns. • Scale strategically across two tiers. Think of influencers in tiers: nano (1,000 to 10,000 followers) for authentic and lasting engagement, and micro (10,000 to 50,000 followers) for niche relevance and targeted reach. Combining these two tiers allows you to achieve the best of both worlds, including relevance, reach and resonance. • Stay compliant and transparent. Always follow Federal Trade Commission (or local) guidelines, and make sure influencers clearly label posts as ads or partnerships. Transparency not only boosts trust with audiences but also safeguards your brand from potential legal risks. Wrapping Up Nano- and micro-influencers are no longer just content creators; they're community builders who engage micro-communities. In today's crowded digital space, your brand's next campaign doesn't need a more expansive reach; it needs relevance. Micro-moments, powered by nano- and micro-creators, deliver the kind of authenticity that cuts through the noise, builds trust and drives results in real time. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Zawya
25-06-2025
- Business
- Zawya
10 strategic tips brands should consider before working with influencers
In today's digital landscape, influencers are an indispensable tool for brands looking to connect with audiences in a truly authentic way. In a world where authenticity now trumps algorithms, the right influencer can elevate your brand with a single post. However, impactful influencer marketing is rarely accidental. Many campaigns fall short — not because of the influencer chosen, but due to a lack of solid, strategic planning. Nicole Glover, Executive Creative Director – Digital at Penquin, a brand and communication agency, believes successful influencer partnerships are rooted in purpose, insight, and mutual value. It's not about chasing hype. It's about building trust, telling stories, and ultimately driving results. Prioritise Audience Alignment Over Pure Reach It's tempting to chase influencers with millions of followers, but sheer reach can be misleading. The most critical factor is how closely an influencer's audience mirrors your brand's target demographic, psychographics, and behaviours. 'A large follower count is merely a vanity metric if that audience isn't genuinely interested in what you offer,' Glover says. 'True impact comes from precise audience alignment, ensuring your message lands with those most likely to convert and engage.' Seek Authenticity, Not Just Endorsement Consumers can quickly identify when an endorsement feels forced or inauthentic. The most effective campaigns emerge from influencers who genuinely resonate with, use, and believe in your product or service. 'Authenticity is the bedrock of successful influencer partnerships,' Glover explains. 'Consumers can discern genuine passion from paid promotion, and it's the former that truly moves the needle, building trust and credibility.' Prioritise Creative Credibility Influencers are creators first. Evaluate their ability to craft visually compelling, platform-native content. 'Their aesthetic should seamlessly align with your brand, but still feel unmistakably 'them',' says Glover. 'Forced content performs poorly. Full stop.' Focus on Engagement Quality, Not Just Quantity While likes and follower numbers provide a basic metric, true influence is measured by the depth of engagement. Are followers leaving thoughtful comments? Are they asking questions? Is there evidence of genuine brand affinity or a shift in behaviour? 'Don't be swayed by superficial numbers,' cautions Glover. 'Deep, meaningful engagement, genuine conversations and action is the true indicator of an influencer's sway, leading to more impactful outcomes than surface-level stats.' Be Platform-Smart Instagram, TikTok, YouTube, and X all play different roles. The platform you choose must match the campaign goal and the influencer's natural environment. 'An incredible storyteller on YouTube might not translate to TikTok. Context is everything,' Glover explains. Do Your Due Diligence Before onboarding an influencer, review their previous partnerships. Have they worked with direct competitors? Are they endorsing a new product every week? 'Your brand deserves exclusivity, not just space on a crowded carousel,' Glover warns. Give Creative Freedom – With Boundaries While brand guidelines are essential, micro-managing content can stifle an influencer's creativity and diminish authenticity. Empowering influencers with the flexibility to interpret your brief in their unique voice often leads to more engaging and relatable content. 'While brands provide the brief, true magic happens when influencers are empowered with creative freedom,' Glover says. 'This allows them to translate your message into their authentic voice, making it truly resonate with their followers.' Lock Down the Details Clear communication is non-negotiable. Agree upfront on deliverables, timelines, usage rights, review processes and payment terms. 'It's a creative collaboration, but it's also a business transaction,' Glover reminds. Track What Matters Use analytics to measure success beyond vanity metrics. Consider engagement rates, sentiment, traffic, conversions, and ROI. 'Good influencer marketing isn't guesswork, it's measurable,' says Glover. 'And if you're not learning, you're wasting money.' Build Partnerships, Not One-Off Posts 'One-and-done campaigns rarely drive lasting impact,' says Glover. 'When influencers become true advocates over time, their audience develops genuine trust – and that's when you see real brand loyalty.' When influencers evolve into genuine brand advocates over time, the trust they build with their audience translates into enduring brand loyalty and significant long-term brand equity. Influencer marketing isn't a shortcut – it's a strategic investment. When done right, it can spark emotional connections, boost credibility, and drive real business value. 'As brands, we need to move beyond the vanity of visibility and focus on meaningful impact,' Glover concludes. 'Influencers are powerful. But only when we approach them with purpose. At Penquin, we help brands navigate the influencer space with intention and clarity, from finding the right creators to crafting content that genuinely connects. Through a combination of audience insights, platform expertise, and strong relationship management, we build influencer partnerships that not only perform but also reflect your brand's values. The result? Campaigns that drive measurable impact, brand trust, and lasting engagement.'
Forbes
28-05-2025
- Business
- Forbes
Beyond DEI Fatigue: How CARES Framework Builds Authentic Brand Trust
Image showing the Five CARES dimensions of consumer social well-being that drive brand trust. Navigating the complex landscape of today's market, many CMOs are grappling with "DEI fatigue" and a growing skepticism around corporate social initiatives. Yet, in this environment, building authentic brand trust has never been more critical. This article introduces a powerful new CMO strategy for achieving true consumer trust and lasting loyalty: The CARES Framework. We'll demonstrate how brands can move beyond performative gestures to genuinely resonate with their audience, as exemplified by the surprising, yet brilliant, move from menstrual care startup, Sequel. When Sequel recently signed a stadium sponsorship deal with Audi Field - home of D.C. United men's soccer - it wasn't merely a PR stunt. It was a strategic masterclass in embedding utility and visibility to earn deep brand trust where it's long been overlooked. This initiative builds on the core insights from our series, which first explored how corporate DEI efforts faltered under the weight of overpromising and underdelivering, implicating marketing strategy in exposing that gap. Subsequent articles examined consumer backlash, revealing how a lack of alignment can erode trust, and introduced the psychology of social threat and reward as a key lens for understanding consumer reactions. This brings us to the CARES Framework, the core of modern brand trust. It proposes that the next era of brand trust will be shaped not by ideology, but by how five core dimensions of consumer well-being are proactively addressed by brands: Connection, Agency, Recognition, Equity, and Security. The CARES Framework captures how consumers assess brand experiences not only for functional value, but for how they impact emotional and relational well-being. It's not just about what brands do - it's about how brands engage with the social threat already present in consumers' lives and actively deliver consumer reward. Marketers leveraging CARES are urged to: In today's landscape of hyper-visibility and heightened sensitivity, many brands hesitate to take bold action, fearing the kind of backlash that has sunk campaigns, derailed careers, and diluted missions. Yet, it's precisely these moments that call for a new CMO strategy and market-driven innovation. Sequel isn't just avoiding triggering social threat - it's meeting the moment with clarity, confidence, and cultural intelligence. By addressing an often-ignored population in a high-profile men's sports venue, the brand signals a new standard for strategic resonance and market relevance. This pivotal moment is also made possible by D.C. United and, more broadly, Major League Soccer (MLS) - a league that increasingly understands that expanding the fan experience means recognizing, not marginalizing, its full audience. In supporting Sequel's presence, MLS shares the spotlight and helps create a platform for consumer reward. This isn't just a one-off headline; it's a powerful blueprint for emotionally intelligent branding and a direct activation of consumer reward across all five CARES Framework domains. Here's how Sequel exemplifies each: 'We Actually Recognize That Men's Sports Have Female Fans' This quote from Sequel cofounder and CMO Amanda Calabrese captures a long-overdue shift in brand thinking. Female fans have always been in the stands, but rarely acknowledged as core customers. Sequel's presence in Audi Field doesn't just say you belong here; it says you always did, fostering immediate consumer connection and building brand trust. Unlike brands that isolate female fans through pinkwashed marketing or "separate but unequal" experiences, Sequel builds genuine connection through integration - making menstrual care a seamless part of the shared sports experience. This is a crucial lesson for market-responsive marketing. D.C. United's openness to the partnership reflects a broader shift within Major League Soccer (MLS) toward recognizing all fans, not as niche markets, but as core participants in the culture of the game. Sequel's innovation isn't superficial; it's about genuine product empowerment. Their spiral tampon was designed based on the needs of elite women athletes – optimized for comfort, performance, and movement. This isn't cause marketing; it's a commitment to user control and experience. Rather than rebranding existing products in pastel colors, Sequel focuses on giving users more control over their physical comfort and experience. This isn't just marketing to women - it's designing with them in mind, a crucial lesson for any CMO seeking to build consumer trust through tangible value. D.C. United's decision to give Sequel a platform within MLS reflects an organizational commitment to giving fans – and the brands that serve them – room to operate with dignity and relevance. When leagues remove outdated gatekeeping, they unlock agency for both athletes and audiences, deepening brand loyalty. Sequel's move isn't about claiming elite sponsorship real estate. It is about recognition – elevating an essential need that had long been overlooked. By embedding menstrual care visibly into the stadium experience, Sequel validated the presence and importance of female fans. This strategic visibility is a powerful way to cultivate brand trust. This contrasts sharply with traditional sponsorships that prioritize visibility for luxury goods or entertainment tie-ins. Sequel recognizes that providing for basic needs can be a powerful form of respect – one that turns silent necessities into visible norms. This approach provides a clear example for CMOs seeking to enhance brand recognition through genuine utility. D.C. United amplifies that recognition by treating Sequel's partnership as a mainstream, not marginal, part of the stadium experience, further cementing consumer trust. In Sequel's deal with Audi Field, menstrual products won't be offered only during women's games or in separate zones. They'll be available at every event, for every attendee who needs them. That signals equity - not accommodation. When brands and organizations assume the presence and needs of all consumers from the outset, they level the playing field. Fairness isn't positioned as an extra favor; it becomes basic design logic. This proactive approach to broad market appeal is essential for building foundational brand trust. MLS's role isn't passive. By enabling equal access across all games - not just women's matches - D.C. United and the league will institutionalize fairness as a feature of the venue, not an exception for special circumstances. This commitment to strategic relevance strengthens consumer loyalty. Events are high-stakes experiences. Whether you're at a game, concert, or public rally, no one wants to worry about whether basic needs will be met. By offering free, high-quality menstrual products in public restrooms, Sequel removes uncertainty and potential embarrassment. That's how brands create emotional safety: not through slogans, but through preparedness - a core element of authentic brand trust. The fact that a major men's sports venue, under MLS leadership, embraces Sequel's integration sends an even bigger signal: you are not an afterthought. Embedding care into infrastructure - not just messaging - helps reduce stigma and build real consumer trust. For CMOs, understanding this aspect of consumer reward means recognizing that when people don't have to think about whether their fundamental needs will be met, they can fully engage in the experience – and deepen their connection to the brand and environment, providing that essential security. The most effective brand strategies aren't built on risk aversion; they're built on insight, courage, and a profound commitment to delivering what consumers actually need to feel seen, secure, and respected. As demonstrated by Sequel's innovative marketing strategy, Connection, Agency, Recognition, Equity, and Security aren't just soft goals. They are hard drivers of consumer trust, loyalty, and sustainable growth. If your brand hasn't yet mapped how its actions affect each of these critical dimensions, now is the time for a crucial CMO strategy session. Ask yourself: Where might we be complicit in social threat? Where are we silent when we could be supportive? And where can we go beyond risk mitigation to deliver real, resonant consumer reward? The CARES Framework offers a practical tool for navigating these complex questions - not as a rigid checklist, but as an essential compass for modern marketing innovation. Let it guide your next product decision, your next campaign brief, and your next boardroom conversation. Because the future of brand relevance isn't neutral. It's built on authentic brand trust, emotional safety, human connection - and bold, insightful moves like Sequel's that show consumers they truly belong. To explore how the CARES Framework builds on foundational neuroscience while moving beyond outdated identity-based segmentation, read the full Forbes CMO series on consumer social well-being - and how social threat and reward now drive brand trust.
Forbes
19-05-2025
- Business
- Forbes
It's Time For Communications To Evolve—Or We Risk Irrelevance
Lars Voedisch, Founder & CEO at PRecious Communications ; international comms & growth advisor; startup expert; public speaker. getty In a business environment increasingly shaped by volatility, digital acceleration and stakeholder scrutiny, communications leaders face a critical inflection point. Generating media coverage or amplifying brand stories is no longer enough. Today's C-suites demand communications that directly support business goals, whether driving revenue, enhancing reputation, recruiting top talent or navigating environmental, social and governance challenges. In this new reality, communications must evolve into a strategic lever or risk becoming a vanity line item on the budget sheet. Traditional metrics—impressions, mentions and media hits—fail to capture what truly matters. These are not business outcomes. At best, they are visibility indicators; at worst, they are distractions. Modern organizations require communications that serve as a problem-solving function, one that can anticipate reputational risks, support market entry strategies, build trust in leadership and align messaging with purpose. Increasingly, companies are seeking partners who can do more than execute campaigns. They want advisors who understand industry dynamics, commercial imperatives and organizational challenges. Strategic communications today means: • Connecting messaging with measurable business impact • Managing brand and stakeholder trust during change • Influencing perception across owned, earned, paid and shared channels • Using analytics to drive predictive—not just reactive—insight This demands a shift within agencies and in-house teams alike. Evolving From Amplification To Advisory The future of communications lies in integration—where narrative meets performance, where media strategy supports talent attraction and where reputation becomes a measurable asset. This future also demands new capabilities: advisory sprints; environmental, social and governance (ESG) and risk audits; AI-assisted analysis; and leadership communications aligned with corporate transformation. Generative AI is changing the game, but it is not eliminating the need for communicators. Instead, it commoditizes basic outputs while amplifying the importance of human judgment, nuance and emotional intelligence. The leaders in this space will be those who combine technological fluency with strategic foresight—those who can use AI to enhance productivity while staying anchored in the business context. The message to communications leaders is clear: Evolve from amplification to advisory, from noise to influence. Shifting Your Mindset: Think Like A Business Strategist For agencies and in-house teams, the shift begins with a mindset reset. Communications leaders must move from content production to business translation. That means getting closer to strategy. Join product discussions, sit in HR briefings and dig into what sales is hearing on the ground. Introduce advisory sprints to identify areas of weakness early. Use ESG and risk audits to align narrative with accountability. Bring AI into the mix, but as a force multiplier, not a replacement. Most importantly, build fluency in the language of growth, risk and stakeholder value. The future isn't about more content. It's about sharper counsel, delivered sooner. You must be fluent in growth, risk, culture and transformation. Anything less may soon be seen as a luxury few can afford. Communications is no longer a siloed function. It is increasingly intertwined with investor relations, human resources, customer experience and even supply chain strategy. As businesses face pressure to demonstrate transparency and accountability, the role of communications is to ensure coherence between what a company says, does and stands for. This evolution is not just a shift in execution—it is a shift in mindset. It requires communicators to think like business strategists—to understand profit and loss dynamics, stakeholder priorities and the levers that drive both perception and performance. It calls for the integration of data with narrative, where analytics don't just prove value, but also inform direction. Perhaps most importantly, it signals a cultural shift within the function. PR and communications professionals must move beyond tactical proficiency and embrace a consultative posture. Those who can connect reputation management to commercial outcomes will increasingly be invited into earlier, more influential conversations. The Future Of Communications: Doing What Matters Today's boards and leadership teams are not interested in media coverage for its own sake. They want clarity on how messaging shapes sentiment, how positioning affects talent attraction and how brand purpose contributes to long-term differentiation. The implication is clear: The future of communications is not about doing more. It's about doing what matters. And that begins with aligning closer to the business itself. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
