There’s a quiet shift happening in how consumers evaluate brands, and it’s exposing aflaw in how many companies still think about influence. Reach is no longer the same thing as trust. In retail, media, and consumer brands, attention can be…
We talk a lot about “influence” in marketing. But most of what gets labeled influencetoday is just reach. The real question for brands—especially in retail, media, and consumer experience—isthis:Who actually moves people… and does it in a way that builds…
Retail is trust. Media is trust. Technology is trust. Consumers don’t separate your brand from your behavior anymore.That’s why the ambassador decision is no longer a creative decision. It’s a valuesdecision. A strong athlete ambassador does three things at once: That’s…