BrandTrust
Trusted Enough to Become the Answer
TRENDSETTERS | Martyn Etherington, CMO of BMC Software. There was something refreshingly grounded about speaking with Martyn Etherington recently. At a moment when much of the marketing conversation around AI feels dominated by acceleration, automation, and speculation, Martyn’s perspective was strikingly simple: the future may belong less to louder brands — and more to trusted […]
Signal: The Age of Scaled Sameness
If AI risks making brands invisible through sameness, marketing’s real work is to build a collaborative architecture of meaning, authenticity, and trust that creates enduring relationships and distinguishing relevance — which become the actual drivers of value and true growth. For years, marketers have worried about distrust. But the more immediate danger may be quieter […]
The Longevity Blind Spot: What Better Not Younger Reveals About Marketing in a New Age-Inclusive Economy
Founder Sonsoles Gonzalez on brand evolution, ageism in marketing, and why the industry must rethink its assumptions about relevance, confidence, and growth. For decades, marketing has quietly operated on an outdated timeline. Career momentum peaks early. Innovation belongs to youth. And women, in particular, are often treated as if their relevance fades just as their […]
Identity, Trust, and the New Rules of Nonprofit Marketing: Insights from Jon Lee of Lerma
Nonprofits are often the first to feel cultural change—not because they’re different from brands, but because the stakes are higher. When people give their own money rather than spend it, their motivations are more revealing, their expectations more demanding, and their tolerance for misalignment far lower. That’s why the shifts happening in nonprofit marketing today—around […]
Marketing’s New Promise: 20 Campaigns That Make a World of Difference
Marketing Makes a World of Difference™: From Promise to Proof The 2025 Marketing Makes a World of Difference™ Awards highlight something profound: while the word purpose may be debated, its power in marketing is far from dead. Across industries, countries, and causes, brands are showing that when purpose evolves into promise—and promises are proven through […]