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Why Brands That Still Run Ads Are Losing to Brands That Tell Stories

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By Jonny Caplan | Edited by Micah Zimmerman 

Modern brands can no longer buy attention through advertising — they must earn it by becoming storytellers people choose to spend time with.

Key Takeaways

  • People don’t remember ads. They remember stories that reflect who they are and what they value.
  • Attention isn’t bought anymore; it’s earned through meaning, emotion and sustained narrative.

We are living through the age of brand-built entertainment.

This is not a marketing trend, and it is not a creative fad. It is a structural shift in how attention is earned, how trust is built, and how value is created. Brands are no longer competing only with each other. They are competing with entertainment, culture and story itself.

For decades, brands relied on repetition and interruption. You bought media, you pushed messages and you hoped frequency would do the work. That model is breaking down because attention has fundamentally changed. Audiences are more selective, more distracted and far less tolerant of anything that feels like an advert. The moment something feels transactional, people scroll past it.

As a result, brands are struggling to sell to their customers in the normal way. Not because their products are worse, but because the mechanics of persuasion have shifted. People do not want to be marketed to. They want to feel something. They want to be engaged. They want to be drawn into a narrative in which they recognise themselves.

Content is changing

That is why we are seeing such a sharp rise in vertical dramas, short-form series, mini dramas and episodic storytelling designed specifically for mobile and social platforms. These formats are not a downgrade from television. They are a response to how people actually consume content today. Short episodes, strong hooks, emotional continuity and characters that return again and again.

What brands are beginning to understand is that audiences do not build relationships with products. They build relationships with stories. When a brand becomes part of a story world, rather than an interruption around it, the dynamic changes completely. Trust forms, then memory and then attachment.

This is where brands stop behaving like advertisers and start behaving like media companies.

At that point, the focus shifts away from surface-level messaging and towards meaning. It is no longer about how a product looks, but what it represents. This is not a new idea. It is an old one, articulated long before marketing departments existed.

As Aristotle remarked, “Art aims to represent not the outward appearance of things, but their inward significance.” That is exactly what is happening now. Brands that move into storytelling are no longer selling features. They are expressing values, identity and emotional truth.

I have been working at the intersection of brands and media for over twenty years, and the last five in particular have made this shift impossible to ignore. Media companies are learning how to think like brands, and brands are learning how to build studios, intellectual property and story engines. The line between the two has collapsed because audiences no longer separate them. They only decide what is worth their time.

AI has accelerated this change, but it has not altered the fundamentals. Production is faster, distribution is cheaper and experimentation is easier than ever. But as the volume of content increases, meaning becomes scarcer. Technology does not replace storytelling. It amplifies the importance of those who know how to do it well.

By Jonny Caplan 

Edited by Micah Zimmerman 

Sourced from Entrepreneur

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Why brands can become emotional lifelines in times of crisis

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The rain hasn’t stopped for hours. Wind rattles the shelter’s windows as the storm outside swells, flooding the streets they used to call home. In a crowded gym, a family of four sit huddled together on makeshift beds pushed side by side each other. The parents wrap donated blankets around their shoulders; the teenagers lean against each other. Someone suggests a movie: something light, something old. They settle on a childhood favourite, a worn-out Pixar film, its colours flickering softly on the phone screen. Familiar voices, the opening music, the brand logo before the title… For a few minutes, it feels like the flood damage caused to their home no longer matters because they are together.

This is not just nostalgia. Research shows it is a form of collective coping. When the world feels unstable, why do we cling to familiar household brands and family rituals?

A study in everyday survival

In our recent research published in the International Journal of Research in Marketing, we explored how families use everyday brands and consumer rituals to restore a shared sense of identity after major life-changing disruptions.

Drawing on interviews and the diaries of 22 French families during the Covid-19 lockdowns, we found that major life disruptions, sudden collective shocks like pandemics, wars, or natural disasters, destabilise shared identities. When crisis strikes, family units don’t merely adapt their routines; they rebuild who they are together through consumption.

Brands act as scaffolding for reconstructing “who we are together”. Products, platforms, and rituals, from Netflix series to board games to family meals, become tools for resilience and belonging.

And this pattern extends well beyond Covid. In an era of growing environmental volatility, it matters more than ever. According to global risk reports, the number of natural disasters causing major economic losses is at record highs. As more and more communities around the world face upheaval, these small, mundane gestures of consumption are likely to become even more vital.

How we make sense when the world stops making sense

The study identifies three-way people use shared consumption to soothe anxiety and reclaim a sense of belonging.

1) Ritualised structuring: re-creating routine

When time feels suspended, people rebuild daily habits through familiar brands. This can involve watching the same show every night at eight to mark family time or deciding that Tuesday night is reserved for a sisterly chat over WhatsApp while watching a cooking show. Even a simple coffee in a beloved mug every morning can signal the start of “normal” life again.

These rituals restore predictability and reinforce family structure: who does what, when, and with whom?

2) Collective revalorising: rediscovering shared fun

Shared consumption becomes a new form of togetherness. Families dust off old board games like Monopoly and Cluedo. Parents can cook with kids using brands that “belong” to the household (e.g. Nutella pancakes, Lego projects). The activity is not about the brand itself; it is about reasserting family character traits: “We’re playful,” “We’re resilient,” “We do this together.”

3) Intergenerational romanticising: reviving lineage

Families can also turn to the past for comfort, rewatching classics from childhood, cooking passed down recipes, or creating family newsletters to share stories across generations. These rituals ease anxiety by reconnecting with lineage and continuity. A form of quiet resistance to the fear that the future is slipping away.

Together, these practices form a kind of psychological architecture: a way to impose meaning, order, and belonging amidst chaos.

What brands really mean in a crisis

Not all brands can play that role. The ones that endure crises often do so not because they shout louder, but because they embody stability, shared experience, and emotional legacy.

During an economic downturn or after a parent’s layoff, trusted retailers can become family anchors and symbols that life can still be rearranged. A brand like Ikea, for example, could help families adjust to smaller homes by buying back larger furniture and offering adaptable, modular pieces that transform rooms into communal areas. That kind of gesture does more than move products: it helps families reimagine togetherness and regain a sense of control.

In climate disasters, local brands can strengthen communities and become symbols of solidarity. After the 2025 Texas flash floods, Walmart offered free meals to affected families. Initiatives like that could go further, for example by creating spaces where families gather, connect, and rest. The value is not just in the food; it is in rebuilding collective morale.

Even in political upheaval, cultural and media brands provide continuity. National broadcasters, for instance, can help by reviving beloved classic films that families can watch together. A subtle act of collective reassurance, reminding people of their shared cultural heritage.

The insight is simple but powerful: during disruption, consumption is not escapism. It’s sense making.

Belonging as a Business Asset

If brands can become emotional lifelines, it is because consumption in moments of rupture is not mindless escapism. Sharing a meal, lighting the same candle, queuing up the same movie… these acts whisper, “We’re still ourselves.”

The brands that subsist are not the ones that dominate conversations, but those that quietly fit into our family coping mechanisms. Our research shows that brands become vectors of family history, creators of gathering occasions, and delineators of individual, relational, and collective times and activities. They are, in effect, identity technologies which act as everyday anchors for group belonging and continuity.

As societies face mounting major challenges, from climate anxiety to digital disconnection and geopolitical tension, the emotional dimension of the marketplace will matter more than ever. When the world falls apart, the brands we hold onto are not about consumption at all; they are about remembering who we are.

Feature image credit: Unsplash

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Sourced from The Conversation

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“Most pop-ups fail within 30 seconds. Here’s why”

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Pop-ups are increasingly important in a digitally-saturated world. StudioXAG’s Gemma Ruse explains the most common mistakes designers make on these projects, and how to avoid them.

I think pop-ups are brilliant.

At their best, they give brands permission to bring a story to life with real impact. Their impermanence allows ideas to be expressed in bold, dramatic and sometimes theatrical ways that would never make sense in a permanent space.

They are also powerful tools for connection. A chance to surprise and delight people in a physical environment that reaches places digital simply cannot.

As a huge advocate for the potential of pop-ups, I try to give every one I walk into the benefit of the doubt. But the truth is, many do not deliver.

More often than not, I can tell within the first 30 seconds whether something is going to work.

That judgement is not about whether a space looks expensive, or whether there is a queue outside. It comes from years of watching how people move through environments. Where they hesitate. What they ignore. What quietly frustrates them.

In my experience, pop-ups rarely fail because of bad ideas. They fail because of a small number of common and entirely avoidable mistakes.

Here are five I see again and again.

1. Underestimating execution, materials and build quality

The fastest way for a pop-up to fail is through poor execution. These issues trigger an instant, subconscious reaction that something is not quite right.

Bad sight lines, sloppy finishes and poorly fitted graphics are immediate credibility killers.

Materials pretending to be something they are not are another red flag. If the budget does not stretch to marble, do not use vinyl printed to look like marble.

Lighting matters just as much. Even inconsistent colour temperatures can undermine an otherwise strong idea.

Budgets and timelines are real constraints, and value engineering is part of the job. Simplifying with intention is very different from cutting corners. Every element contributes to how a brand is judged in those first 30 seconds.

The execution is the idea. Pop-ups may be temporary, but reputational damage is not. Once something is photographed, filmed and shared, it lives on.

2. Designing for an imagined customer

One of the quickest ways to lose people is to design for someone who is not actually going to be there.

This often happens when brands chase a coveted Gen Z audience, even though their most loyal customers are much older.

The result can feel like a parody of youth culture. Loud, performative and trend driven, yet oddly hollow.

Meanwhile, the people who genuinely care about the brand feel quietly alienated.

A pop-up should entice and engage the real consumer. It is not a mood board brought to life. It is a place where people are invited in, where they feel recognised, curious and welcome.

At its best, it becomes a space for experience and community, not just a backdrop for content.

Getting this right starts with observation. Market data helps, but designers also need to spend time in stores, watching who shows up, how they move, what they touch and what makes them linger. Those insights should shape the idea from the outset.

Designing with the consumer at the centre does not limit creativity. It gives it purpose.

3. Confusing visual busyness with engagement

Another fast way to lose attention is to throw too much at people and hope something sticks.

There is an assumption that screens, games and interactive moments automatically create engagement. In reality, visual busyness often overwhelms, especially when it is not rooted in a clear idea.

Certain gimmicks resurface again and again. Novelty without meaning rarely creates connection.

Just because something can be interacted with does not mean people want to.

True engagement comes from emotion. Surprise. Delight. A sense of being let in on something.

People linger when a moment feels considered or quietly unexpected, when the atmosphere invites them to slow down rather than rush through.

If you are adding bells and whistles, ask one question. Does this deepen the story, or is it simply filling space?

4. Treating the pop-up as a standalone moment

Pop-ups fall short when they feel disconnected from the wider brand world.

The strongest ones read like a chapter in an ongoing story, not a one-off stunt. They echo what is happening online, in windows or across the brand’s broader narrative.

When a space feels unrelated, people sense the disconnect immediately, even if they cannot articulate it.

Successful pop-ups are rooted in brand DNA. They borrow cues from product, tone of voice and visual language, then amplify them. The result is continuity and surprise. Familiar enough to be instantly understood, special enough to feel worth stepping into.

A pop-up does not need to shout to stand out, but it does need to belong.

5. Forgetting the online audience

We no longer design pop-ups just for the people standing inside them. We design them for the thousands, sometimes millions, who will experience them through a screen.

A single selfie corner is not enough.

For most people, pop-ups are encountered through photos, videos and POV content. That shift fundamentally changes how spaces need to be conceived.

Boldness and clarity travel better than visual fussiness. From arrival to exit, the entire journey needs to be worth capturing, allowing people to tell a complete story as they move through the space.

Online translation cannot be an afterthought. It has to be considered from the beginning, woven into the idea, the design, and the way the space is built and finished.

Design for the camera, without losing the magic in real life. Because in a screen-first world, the risk is not being un-Instagrammable. It is being forgettable.

What’s next?

Despite many pop-ups missing their potential, they are here to stay. If anything, they are becoming more important as physical experiences carry greater emotional weight in a digitally saturated world.

The most successful pop-ups will place greater emphasis on world building. They will offer moments of escape, depth and immersion.

Above all, they need a reason to exist.

To succeed, brands must be able to answer a simple question. Why this pop-up, and why now.

The purpose does not need to be lofty, but it does need to be honest. When that is clear, those first 30 seconds start working in your favour, rather than against you.

Feature image credit: Studio XAG’s Acne Studios Festive Campaign 2025, Taikoo Hui, Shanghai

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Gemma Ruse is co-founder and creative director at StudioXAG.

Sourced from Design Week

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FROM CAMPUS TO CEO: HOW TO BUILD A BRAND BEFORE GRADUATION

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By Najah Black

Have you ever wanted to start your own business, but you don’t know where to start? Trust me, I’ve been there; it all starts with building your brand. As a business owner of five years who built my brand while in college, I know just how hard it is to build your own brand. I am a makeup artist, and my brand is “Najah Slayed That.”

I began building my brand in January 2020. Little did I know that in just a few months, the COVID pandemic would begin, and life as I knew it would change immensely. Although the pandemic started and everyone had to live their lives inside their homes, I didn’t let that stop me. I chose to pivot. I continued practicing my makeup looks on myself, creating my logo, and the digital media for Najah Slayed That’s Instagram. As the year progressed, and face-to-face contact became more controlled and regulated, I welcomed family and close friends to practice more makeup looks on. This allowed me to gain more content to use for digital branding and invite potential clientele. By 2021, I had established myself in my business and prepared a plan for promoting Najah Slayed That as I entered the college fall semester. So, it’s important to note that when faced with an obstacle, you know how to pivot because your reward is always on the other side.

The first thing you must do to build your own brand is to discover your niche. Ask yourself what you’d like to present to the world. Whether it’s a service, an item/object, or yourself, it’s important to hone in on your product. After discovering your niche, you must decide how you want to package it. For example, if you are aiming to be a service provider such as a makeup artist, you must decide the type of makeup you would like to specialize in. From there you will decide on your presentation. Presenting your product with your desired branded backdrop, certain colours, and signatures of your choice encourages individualism. Presentation is key because it is what draws in your consumer. Deciding on branding like your logo, brand fonts, brand colours, slogan, etc., is what will differentiate you from your competitors and entice your consumer.

Once you have developed your brand, you will then have to promote yourself. The easiest way to promote yourself is through social media and word of mouth. Don’t be afraid to put yourself out there and tell people about your brand. Especially on a college campus, reach out to your peers and student leaders and ask them to look at your work or follow your social media platforms. Ask your roommate if she wouldn’t mind being a model for your brand. Remember, your customers are out there and waiting for you. You may start slow, but you will grow with time. Following these steps will ensure the success of your brand.

Feature image credit: Christina @ wocintechchat.com from Unsplash

By Najah Black

Hello! My name is Najah Black, a graduating senior in Mass Communications with a concentration in Public Relations. I am from Houston, Texas. I am a current Marketing and Development intern with the non-profit organization Genesys Works, where I work in event planning, marketing, and content creation. I am also a content creator popular on platforms such as Instagram and TikTok, specializing in fashion, lifestyle, and beauty content. I am a current member of the writing committee of HerCampus SUBR. I am so excited to begin my journey with HerCampus and welcome the chance to express my creativity through this organization.

Sourced from HER CAMPUS

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11 Things Brands Still Get Wrong About Authenticity (and How to Get It Right)

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By Rolling Stone Culture Council

Authenticity isn’t a trend or tagline. It’s a long-term commitment to consistency, accountability and real human connection.

In an era where consumers can spot performative messaging from a mile away, “authenticity” has become one of the most overused and misunderstood ideas in branding. Too often, companies mistake relatability for honesty or aesthetics for values, only to lose trust when their actions don’t align with their words.

Here, 11 Rolling Stone Culture Council members explain what today’s brands commonly get wrong about authenticity and what it really takes to build real, lasting connections with audiences. By showing up consistently and letting your values guide you, your brand will be well on its way to being truly genuine.

Forcing Your Brand Into a Crowded Space

Too many brands force themselves into a crowded space instead of creating their own space. Make decisions rooted in values versus trends. Do what’s right for your brand and community — not because everyone else is doing it or because it’s never been done. Meet your audience where they are and your audience will meet you where the truth is. – Zech Francis, BeatBox Beverages

Treating Authenticity as Messaging Instead of a Responsibility

Brands miss authenticity when they treat it as messaging, not responsibility. Real leadership isn’t polished statements; it’s consistent action. Social impact isn’t a campaign; it’s accountability. If your values vanish when it’s inconvenient, that’s not authenticity — it’s performance. Purpose must be practiced, not posted. – Kimberly S. Reed, Reed Development Group

Mistaking Authenticity for Performance

Brands mistake authenticity for performance by sharing “raw,” unpolished moments. This is just self-proclaimed noise. The better way? Verifiable consistency. True authenticity isn’t what you claim; it’s what your entire digital ecosystem proves. It’s a clear, consistent and corroborated narrative that algorithms can understand and audiences can trust. – Jason Barnard, Kalicube

Oversharing Raw Emotion

Most brands mistake authenticity for oversharing. Authenticity isn’t dumping raw emotion online — it’s consistency between what you say, what you do and how you show up. The better path is disciplined honesty. Communicate with clarity, keep your promises and let integrity — not algorithms — shape your voice. – Kristin Marquet, Marquet Media, LLC

Viewing Authenticity as a Tactic

Too many brands treat “authenticity” as a tactic rather than a mindset. Connections built on quality, consistency and a story that feels genuine are real connections. The most enduring brands pair a solid product with a spark of personality, successfully pivoting with the times while maintaining a core ethos. One can’t fake trust; however, one can build it one honest interaction at a time. – Thomas Andersen, BTA Cannabis CPA Tax

Just Talking About What You Do Without the ‘Why’ Behind It

The best way forward for brands that truly want to connect is to get real. That means being honest about the good and the bad, pulling back the curtain and letting people see what really happens behind the scenes. Don’t just talk about what you do — share why you do it. That’s how you build real trust: through consistency, honesty and actions that actually mean something over time. – Jeff Hopmayer, Brindiamo Group LLC

Being Unwilling to Pay the ‘Cost’ of Authenticity

Brands believe that authenticity and values go together (and rightly so). But values, by definition, cost something. And audiences are wary of convenient values that change the moment they become inconvenient. So, what is your brand prepared to give up for the sake of your values? Revenue? Convenience? Popularity? Either consistently pay the cost or don’t claim to hold the value. – Jed Brewer, Good Loud Media

Treating Authenticity as an Aesthetic or Filter

Most brands treat authenticity like an aesthetic — a tone, a filter, a “real” post. But true authenticity isn’t what you show; it’s what you sustain. It’s built through consistency, not confession. The future belongs to brands that design systems of sincerity, where integrity is visible, not staged. – Sudhir Gupta, The Facticerie

Failing to Have a Mission, Ethos and Strategic Plan in Place for Communications

Brands across existing and new brand categories are best served by having a mission, ethos and strategic plan when it comes to communicating with their audiences, customers and investors. Authenticity is a byproduct of your messaging when you are doing it right. It will shine through in well-thought-out and articulated content that is aligned with your roadmap and goals. – Julie Zinamon, Vataseason

Chasing Trends Instead of Originality

Everyone’s doing the same exact thing that’s trending at any given moment. Audiences don’t care to see the same content over and over. With all due respect to the social media teams, originality still triumphs over short-term vitality. – Kathy Schenfelt, SCH Entertainment

Performing Vulnerability While Hiding What’s Behind the Scenes

Most brands treat authenticity like confessions. They perform as vulnerable on socials while hiding their operating systems and what truly holds their missions. Real authenticity is governance: clear standards, fair policies and receipts. Show how you decide and what you fix when you fail, and invite an audit. Consistency beats confessions every time. – Sonia Singh, Center of Inner Transformations

Feature image credit: Tamani C/peopleimages.com — stock.adobe.com

By Rolling Stone Culture Council

Sourced from RollingStone

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The Podcast Boom Is Just Getting Started For Brands

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By Ian Shepherd

For years, podcasting sat on the side-line of media buying, perceived as niche, hard to measure and reserved for the brave. But in 2025, advertisers who overlook podcasting are leaving influence and impact on the table. With high trust, unmatched attention and scalable ad tech catching up, podcasting is finally having a “must-have” media moment.

Podcasting blends attention with trust, a potent mix that not only drives brand recall but leads to real-world action. And now, after years of being treated as a side experiment, podcasting is finally being seen for what it is: a high-performance media channel that turns engagement into outcomes.

“Ten years ago I was CRO of an ad network with better data than podcasting has today,” says Greg Glenday, CEO of Acast, the world’s largest independent podcast company. “We still have work to do. But advertisers are starting to realize: this works.”

The Trust Dividend

Acast’s 2025 Podcast Pulse report delivers some interesting data points. 67% of daily listeners say they’ve taken action after hearing a podcast ad. 58% have made a purchase because of a recommendation from a host. Podcast hosts rank at the very top for brand trust, equal to journalists and ahead of YouTubers, influencers and celebrities.

When podcast listeners are considering a purchase:

  • 70% say a recommendation from a podcast host made them consider a brand they hadn’t heard of.
  • 64% say they trust podcast hosts to give genuine endorsements.
  • 49% say podcasts have changed the way they think about a brand.

“Podcasting is intimate,” says Glenday. “It’s a one-to-one experience. It’s someone in your ear while you walk the dog or commute. You don’t need five impressions to make an impact, you need one good one.”

Low Clutter, High Impact

Unlike social or video platforms, podcasting hasn’t been oversaturated with ads and that’s part of its power. According to the Podcast Pulse report:

  • 71% of listeners hear mid-roll ads.
  • 60% say podcast ads feel light compared to other channels.
  • 45% say podcast ads are more memorable than those on YouTube, Facebook, or even cable TV.

This balance, a lean ad load with a deeply engaged audience, is what makes podcasting unique. It offers a rare chance for brands to speak without shouting.

And the results are increasingly measurable. Nearly 85% of global daily podcast audiences have taken some form of brand action after listening, from visiting a website or using a promo code to making a purchase.

The AI Assist

The common pushback for podcasting has always been that it is hard to buy at scale. No longer.

“We’ve built AI-powered tools that remove friction for advertisers,” says Glenday. “From smart show recommendations to creative generation, we’re solving the scale problem.”

Acast’s self-serve platform, powered by data from Podchaser, lets small and mid-size advertisers use natural language inputs (“I own 100 pizza shops in the UK”) to receive customized media plans. They can then auto-generate ad scripts and audio spots using AI tools, no agency or studio required.

This is opening podcasting up to thousands of advertisers who would otherwise never have participated.

Creator Authenticity Still Reigns

Importantly, AI is not being used to replace the hosts or content, a trend Glenday firmly opposes.

“We are not interested in synthetic personalities or AI-generated shows,” he says. “People come to podcasting for the companionship. They want real people.”

This focus on human authenticity is also why podcasting thrives where other channels struggle. In a world of deepfakes and AI influencers, podcast hosts offer consistency, credibility and community.

A Must-Have, Not a Maybe

Podcasting’s next leap will be less about creative innovation and more about media normalization.

“We want podcasting to become a standard part of the media plan,” Glenday said. “It’s brand safe. It drives sales. It shapes perception. And now we can prove it.”

What’s needed now, he says, is for advertisers to stop thinking of podcasting as a “risky” or “experimental” channel and start seeing it for what it is: a performance medium.

From cultural cachet to commerce conversion, podcasting is delivering. And for advertisers looking for high-impact, low-clutter, trust-filled environments in an AI-fatigued media world it might just be the best deal in marketing today.

This article is based on an interview with Greg Glenday from my podcast, The Business of Creators.

Feature image credit: Getty

By Ian Shepherd

Find Ian Shepherd on LinkedIn and X. Visit Ian’s website.

Sourced from Forbes

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Trust Is the New KPI: The Strategy Helping Brands Win Over Customers Today

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BY LAUREN KLEINMAN

Brands must stop siloing PR, affiliate, and paid media if they want to build consumer trust that converts.

For years, brands tried to split the difference by hiring a PR agency for visibility, an affiliate manager for commerce coverage and affiliate partnerships, and a media buyer for paid social scale. Seven years ago, I, in fact, was one of them as the former VP of Marketing and Founding Team at Ritual. On paper, it made sense. In practice, I found it created silos, competing agendas, and a lack of shared accountability and synergy across agencies and partners.

PR teams fought for glossy earned placements that drove awareness, but had no understanding of how to interpret the performance data that was now available through affiliate marketing. Affiliate was treated as a “last-click” discount lever instead of a strategic storytelling channel. Paid ads delivered reach, but eroded credibility the more aggressively they followed you around online and touted huge discounts (a never-ending race to the bottom).

Trust is the new currency

The customer journey has never been more fragmented. Discovery happens everywhere: a podcast shoutout, a Reddit thread, a TikTok Shop haul, a Substack product review, or even an AI-powered search result.

In this reality, trust is the only real currency. Consumers don’t care whether a placement was earned, affiliate-driven, or paid; they care if it feels credible, consistent, and relevant to them.

So how can brands actively build that trust?

  • Be transparent about incentives. Consumers aren’t turned off by affiliate links, they’re turned off when they feel misled. Work with creators and publishers who disclose clearly and genuinely believe in your product.
  • Invest in quality storytelling. Clickbait and discount-driven messaging might drive short-term traffic but rarely long-term trust. Prioritize partners and content that add real value or perspective.
  • Align messaging across channels. The fastest way to lose credibility is inconsistency. If your paid ad says one thing and your press coverage another, consumers notice. Every touchpoint should reinforce the same brand truth.
  • Measure what matters. Awareness, reputation, and conversion are all valid goals, but you have to know which you’re pursuing with each channel. That clarity builds internal trust, too.

The takeaway for founders and marketers is simple: if your PR, affiliate, and paid media aren’t working together, you’re sacrificing trust and growth.

The post-PR agency model

At Dreamday, we coined the term Performance PR: an integrated approach where affiliate and earned media work in tandem. Every consumer press hit is designed to drive not just visibility, but measurable revenue. For brand and business press (think: Inc. or Fast Company) we measure success using the Barcelona Principles, a global framework for evaluating PR effectiveness. In plain terms, the Barcelona Principles remind us that not all press should be measured by direct sales. Some coverage exists to build awareness, credibility, or influence perception, which are all valuable outcomes in their own right.

A feature on a founder’s leadership style, for example, may not drive immediate sale conversions, but it can meaningfully shape brand reputation, attract talent, and open doors for strategic partnerships. Performance PR refers to consumer press that can be measured, actually very effectively these days, through affiliate marketing and commerce’s growing role in publisher objectives (and revenue).

Quality Media has pioneered what we call Performance Publishing, a model where editorial storytelling, creator-led content, and paid amplification combine to outperform traditional brand campaigns.

At both agencies, our main KPI isn’t awards or impressions, it’s the case studies we create for our clients. We don’t rest on our laurels; we’re only as good as the last results we delivered. That focus keeps our teams sharp, ensures accountability, and, most importantly, builds client trust over time.

When we applied this model for clients like Quince or The Bouqs, it wasn’t about choosing between “story” or “scale.” It was about ensuring every placement, whether in Vogue, on TikTok, or in a sponsored story, pulled in the same direction: building credibility and driving conversions.

The key insight: trust compounds when PR, affiliate, and paid collide, not when they compete.

A playbook for founders and marketers

So how can brands put this into practice?

  • Audit your partners. Are PR, affiliate, and paid run by separate agencies or teams competing for credit with different KPIs? If so, you’re eroding trust before you’ve begun.
  • Bring your partners together. Get your PR, affiliate, and paid leads in the same room (or Slack channel). Share KPIs and have them co-own performance. When everyone is accountable to the same metrics, alignment, and trust, follow.
  • Consolidate when needed. If your agencies are working in silos or competing with one another, it’s time to rethink your structure. That might mean consolidating scopes, appointing an internal lead who oversees the full funnel, or finding a partner built for integration.
  • Think like a consumer. Ask yourself: if someone Googled my product, or if ChatGPT surfaced me in a recommendation, would they see consistent, credible validation across multiple sources?
  • Build for convergence. Instead of planning PR, affiliate, and paid as separate campaigns, design them as parts of the same trust-building system.

The future belongs to trust

Trust has always mattered in marketing. What’s different now is how fragile (and essential) it has become for growth.

The brands that win in the next five years won’t be the ones spending the most on ads or executing the flashiest PR moments. They’ll be the ones that can point to undeniable results: credible press hits, measurable affiliate-driven revenue, and high-performing creative that amplifies both.

That’s why we hold ourselves to the same standard we ask of our clients: results that stand up as case studies. Trust isn’t a buzzword—it’s the most valuable KPI left. And it’s earned daily.

Feature image credit: Getty Images

BY LAUREN KLEINMAN

Sourced from Inc.

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ESG Empowerment: Brands Should Listen to Employees, Not Reactionary Politicians

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By CLIFF ETTRIDGE

Despite world temperatures rising and extreme weather instances growing, many governments and politicians are taking the unfortunate step of rowing back on their ESG (environmental, social, and governance) commitments.

This past autumn, Rishi Sunak announced a watering down of the UK’s net-zero pledges, while the recent COP28 saw huge debate about how far countries must go in their commitments to phasing out fossil fuels. At the same time, states such as Florida in the US are pulling back on social equality promises, particularly around LGBTQ+ and women’s rights.

While governments are seen easing off on their promises, brands seeking to protect their reputation in the marketplace should resist following suit. The interconnected world of business, economics, and politics can seem a complicated landscape, but it’s crucial that brands keep their heads above the mess.

Think about this: Only 38% of respondents surveyed globally for the 2023 Edelman Trust Barometer believe in their government’s vision for the future. Meanwhile, there was an overwhelming consensus that CEOs need to take a stand on important issues.

The contradiction–and opportunity–is clear. Brands are built by people, so even in our technology-driven world, there will still be people curating ideas, products, and services, along with making crucial decisions about how a brand goes to market. To call those best decision makers co-workers, brands need to demonstrate that they aren’t just serious about supporting ESG targets, they’re serious about putting them into action.

The first step? Setting out intent and commitment. For many organizations, this can be done under the pillars of people (employees/clients), partners (i.e., companies in the supply chain), and planet (environmental aspects). The next step involves undertaking a qual and quant assessment of the current situation under each pillar. This–combined with a time-bound target such as achieving net zero by 2050–creates a roadmap with relevant goals.

It’s vital to remember that this is not an activity that has a start or end point. It’s continuous and evolving. So, without moving the ultimate target, goals must adapt as the organization progresses.

Brand reputation amidst the anti-ESG movement

An anti-ESG movement is at play around the world, led in no small part by politicians grandstanding for short-term votes and a reaction against perceived liberal thinking: the “anti-woke” movement. However, let’s be honest, democratic leaders have a few years to do meaningful work before they’re out on the campaign trail. They’ve become performers first, thinkers second.

Compare that to CEOs, where the average tenure was 7.2 years in 2022 (albeit a dropping metric if you look at the past ten years). CEOs can and should outlast the shifting sands of politics. It’s why they need to think of the big picture and act accordingly. There are long-term existential threats to business–a functioning planet is needed to survive–and they are deemed responsible.

Commitment to long-term visions contribute not only to immediate reputation management but also to sustained brand value and customer loyalty, as well as attracting top talent. In February of 2023, Paul Polman (the ex-CEO of Unilever) warned of employees quitting–either quietly or with their feet–if brands did not live up to their ESG commitments. Our own research shows that a significant 88% of employees claim to know what a brand’s stated purpose is.

The takeaway? Employees are watching carefully, so start by living up to your promises.

Commitment can come through exploring new ways of engaging employees on these matters–initiatives such as forums, surveys, mentorship programs, or volunteer opportunities that align with the company’s ESG goals. The strategy doesn’t need to be perfect straight away, but clear and consistent communication will foster trust and empower employees to make meaningful contributions. Not to mention it reassures them that their company is committed to a better future.

Brands mustn’t be afraid to publish their targets and, vitally, their progress because it shows accountability. Most brands will have an ESG segment within their annual reports, but they shouldn’t be too concerned about missing targets–so long as they can show they are working to rectify the situation. Honesty combined with action reflects well on an organization. Every mature person understands this is hard to get right, so sharing learnings, as well as intent, is part of the journey.

What do employee-led ESG strategies look like?

There are, of course, some very real issues driving a lack of transparency in this area. Some companies are resisting setting and sharing ESG plans–both externally and internally–for fear of failure. Not only in terms of missing their targets, but also in terms of falling prey to onerous legislation or accusations of greenwashing.

But it’s a trap because, ultimately, businesses are driven by their people.

If CEOs want to recruit and retain the best employees, then they have no choice but to lead with their ESG efforts. Why? The numbers are overwhelmingly clear. One IBM study concluded that almost three out of four employees find employers with sustainability programs more attractive. Meanwhile, a whopping four out of five look forward to contributing to their employer’s climate or ESG targets.

And workers are willing to vote with their feet. A 2023 KPMG study found that one in five workers say they’ve turned down a job because of a brand’s ESG credentials, while two in five say they’ll quit if an employer fails them in integrity, ethics, or environmental performance. This is where governance plays an essential role: It’s a strong benchmark for employees to know how well their organization is run. Things like amount of tax paid and other metrics are nods toward their company’s social responsibility commitments.

Many people mistakenly believe that this “sensitivity” is all due to changing demographics and the values of younger members of the workforce. However, according to the recruitment firm Resource Solutions, two in five over 55’s say they’ve snubbed an employer who wasn’t taking their ESG commitments seriously–which shows, once again, why governance is so important.

At board level, ESG has to be a key topic; it has to be part of every board meeting, so that the organization remains accountable at the highest level. ESG should be integrated across any and every aspect of a business, from policies to daily practices, and this will only happen if everyone is clear on what they need to do, why they need to do it, and how.

Luckily, many brands have begun training themselves to think differently and are much more open to diverse views and talents. They recognize that it makes them far more competitive when pulling in talent from all walks of life, and that corporate reputation is better protected when horizons are expanded and employees are not only heard but listened to.

Feature Image Credit: everettovrk

By CLIFF ETTRIDGE

Cliff Ettridge is Partner at creative branding and communications agency The Team. Since joining the agency in 2002, Cliff has led their employee experience strand, delivering projects for brands such as IBM, RBS, Three and the BBC. With over 25 years’ experience in developing employee engagement strategies, Cliff’s expertise lies in developing ideas that bring basic business concepts to life and attract and retain talent. Today he leads a team delivering work for BP, the Open University and Centrica. He designs employer brands, creates internal communication plans and develops campaigns to bring business strategy and messages to life.

Sourced from Brandingmag

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Why Brands Still Belong on Social Media Despite the Changing Landscape (and How They Can Leverage It for Greater Success)

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By Bryanne DeGoede

The digital landscape has shifted significantly, but your brand can still thrive on social media in today’s world. Here’s how.

In the dynamic digital landscape, the role of social media is continually evolving. Today, an estimated 4.9 million people globally are on social media platforms, but the way we consume content, plus the content itself, has shifted significantly since the boom of these platforms in the late 2000s and early 2010s.

Today, some argue that with the surge of influencers, brands may no longer hold their once-celebrated place on platforms like Instagram, Twitter or TikTok. Going a step further, with the substantial increase in advertising and sponsored content, many users have learned to tune out brands selling their products or services through social media.

I’ve been helping my clients leverage social media for the past 15 years and have seen first-hand the shift in what kind of content performs well and what strategies and metrics actually translate to a higher ROI.

Ultimately, in this multifaceted digital playground, there’s no denying that it’s becoming harder and harder to capture an audience’s attention. However, when brands can understand the platforms and how each user base reacts — and create authentic, relatable content — they can maximize their reach, improve brand awareness and perception, and build a consumer base that not only trusts your content but is excited to see it.

Metrics that matter: Going beyond follower count

To optimize your content, you first need to understand your objectives and what metrics are important for evaluating the success of your strategy. In the early days of social media, follower count was the main — if not, only — metric that brands cared about and agencies tracked consistently. Even just a few years ago, despite the rise of bot followers and purchased likes, a brand’s clout could still be relatively gauged by its follower count.

Today, however, this metric is becoming increasingly obsolete. Since TikTok came onto the scene with its personalized approach to user “For You” feeds, other platforms like Instagram and Snapchat have followed suit, integrating similar features into its platforms and mimicking TikTok’s algorithm. With this shift, users no longer needed to be following an account to see its content — instead, the platform itself sorted through millions of posts to present a perfectly curated page of content for each user. These discovery pages often now have the highest user traffic and have ultimately reduced the user’s need to “follow” individual pages.

With the rise of these personalized recommended feeds, other metrics like views, engagement and reach have become better measures for audience resonance and brand perception overall. While followers will always be a relatively important measure of a brand’s clout, understanding how your users are finding your content will help you tailor your posts for both new and existing followers.

Creating your home base

Consider this: If someone hears about a brand, where’s the first place they’re likely to look? More often than not, they go to social media. A strong, consistent presence can legitimize a brand, enhancing its credibility. It’s where customers come to “window-shop” — to learn more about the brand, its ethos and its offerings.

In a 2021 survey by Sprout Social, they found that 68% of consumers have actually purchased at least one product directly from social media. With the shift to “for you” pages as previously mentioned, social media is also becoming increasingly effective at introducing new products and brands to shoppers who otherwise wouldn’t know about it. Plus, with the rise of affiliate marketing and social media shop features, a brand’s social media profile has become an actual digital storefront, as your audience can purchase products directly through the app.

In essence, social media profiles have become a brand’s digital home base. As such, a poorly managed profile or one with just a few low-quality posts can raise red flags for potential customers and actually de-incentivize a purchase. Ensuring your social media pages are well-branded, consistently managed and polished will improve your chances of attracting and retaining customers long-term.

The way forward: Authenticity and collaboration

Ultimately, a brand’s social media strategy should revolve around developing engaging content that provides a direct value to your target audience. These days, with hundreds of thousands of brands and creators all fighting for views, it can be difficult to know what to post. So, how should brands navigate this transformed landscape?

  • Storytell, don’t oversell: Traditional advertising monologues won’t cut it. While you can, of course, have posts about the benefits and details of your products, brands need to foster conversation and go beyond ad posts to build an actual persona that consumers want to connect with. Engage with followers, respond to comments, and be part of conversations that your audience is having.
  • Collaborate authentically: Partner with influencers who genuinely align with the brand. It’s not about getting the creator with the most followers, but about finding those whose audience will genuinely resonate with the brand’s message and who will create high-quality content that your audience will love.
  • Diversify content: Go beyond the up-close, photoshoot-quality product shots. Share genuine behind-the-scenes glimpses, customer testimonials or even relevant industry news with your brand’s perspective. The goal is to offer value and keep the audience engaged with a variety of on-brand content that won’t seem repetitive.
  • Harness user-generated content (UGC): In the same way as word-of-mouth marketing, UGC is a valuable tool to provide credibility for the brand. In fact, a report by Stackla found that consumers were 2.4 times more likely to view UGC as authentic compared to content created by brands. Reposting and encouraging UGC not only provides authentic testimonials but also fosters community and shows customers that they’re valued.

While the landscape has shifted, counting brands out of the social media equation would be premature. Instead, the onus is on brands to evolve, re-strategize and leverage the platforms in ways that align with today’s digital dynamics. By focusing on authenticity, building genuine collaborations and establishing a consistent digital presence, brands can not only remain relevant on social media but thrive.

By Bryanne DeGoede

Entrepreneur Leadership Network® Contributor. Founder & Managing Partner of BLND PR. Bryanne DeGoede is the Managing Partner of BLND PR. With 15+ years of experience in marketing & PR, Bryanne has managed media for hundreds of companies, including Fortune 500 brands. With a proven track record of delivering results, BLND PR is one of the most successful boutique firms in the US.

Sourced from Entrepreneur

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