Trust isn't just a feel-good metric. According to an IPA Effectiveness Data Bank analysis of over 800 campaigns, 93% of campaigns that drive very large trust gains also deliver at least one major business effect.
This week, Elena and Rob are joined by Catrina McAuliffe, SVP of Brand Strategy at Marketing Architects, to dig into what brand trust really means, how to measure it without turning your brand tracker into a "vibes recital," and what marketers get wrong when they try to advertise their way out of a trust deficit.
Topics covered:
- [01:45] IPA data: trust-building campaigns and business impact
- [03:00] What a genuinely good brand measurement system looks like
- [06:00] Why brand health trackers become "vibes recitals"
- [09:00] How to measure trust in two layers — what people say and what they'll forgive
- [13:00] How newer brands vs. comeback brands should approach trust differently
- [18:00] TV as a trust legitimizer and amplifier
- [21:00] Can you advertise your way to trust?
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marketingarchitects.com/podcast or subscribe to our newsletter at
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Resources:
2024 MarketingWeek Article: https://www.marketingweek.com/campaigns-trust-business-impact-research/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
