The theories around trust marketing assume a general ideology wherein brands ask for extended engagement by a consumer. Over the past few months, I’ve witnessed some rhetoric that calls upon a push-pull metaphor to somehow tip the scales in favour of a rudimentary idea. I’m tired of it. That kind of basic thinking doesn’t equate to insights that are valuable in a campaign’s development. Sure, it’s a good start. Ultimately, what we’re trying to do is promote an infectious brand personality to sell something. Why should anyone care for a product that barely works? A glow behind the type doesn’t make it our saviour. Or a video that tries to trick the viewer into associating humour with product benefit? Come on, be genuine. When you’ve chosen to market to a consumer’s belief system, reinforcement is more critical than the push or pull.

Buyers are not necessarily part of your brand’s community just because they’ve purchased the product.

No one has the time to care if it’s not useful. We can’t sell lies, no matter how clever the execution. Branded entertainment has given us freedom to create weird and wonderful stories that prepare the consumer to start caring. Think of all the great products you’re loyal to. Did you originally opt-in to be exposed to the brand? Probably not.

Only when we’ve done enough work for a person to trust a product, can a brand can assert itself prosthetically. A brand becomes part of a person’s identity.

Like Zugara’s Social Shopper, dubbed Fashionista on tobi.com.

That’s some cool shit. Know why? ‘Cause it’s useful. Think of how much trust a woman has to give to allow an app to see her live and fit her into that little dress on a webcam.

Spending money on awareness campaigns that don’t equate to dollars won’t help the brand build itself; so you’ve gotta build in efficiencies to save time and cost. SPOKE and Praxis did a custom publishing piece for Quaker, nearly 1M issues. Simultaneously, on the same full-day of shooting, our film crew captured coverage for the 15 second TV spot. The cost-efficient delivery mechanisms at retail, online and in health environments are what bring it all back to the brand’s personality. And useful, entertaining content with a fresh, integrated approach shows the audience why we care.

It’s not enough to spout rhetoric to prove the media or delivery. It takes a deep conversation to find out who actually cares enough to trust your brand.