Full Transcript of Think Fresh - Episode 18
00;00;00;00 – 00;00;13;08
Unknown
It’s like they they are shitting the bed on the.. Absolutely. Oops. I don’t mind you saying shitting the bed on the podcast. I think it’s okay.
00;00;21;00 – 00;00;41;20
Unknown
Hello and welcome to Think Fresh, a podcast brought to you by the Novo Marketing’s Collective Creative. Coming to you from our Ideas Institute and here to talk about all things marketing. Insights on new trends, innovative ideas and marketing tools you can use in your day to day life and whatever else we deem relevant. I’m Jen Neumann, de novo CEO and your host.
00;00;41;20 – 00;01;02;22
Unknown
And I’m Ryan Shenefelt, account manager, innovation and education lead and resident nosy eavesdropper, always looking to push the envelope. He is indeed very, very nosy. Today we’re going to talk about trust in marketing. So Jen, we are going to have a slightly shorter episode this month, but also this is our final episode of the season. Who are we going to have a cliffhanger at the end?
00;01;02;24 – 00;01;23;27
Unknown
We will have to see. We will have to see. I will say a cliffhanger is great, but something I do respect even more than a cliffhanger. Now is an ending to the season, right? Like a final ending, they don’t make you have the cliffhanger. So who knows. This is an official cliffhanger. Will we have a cliffhanger or will we not have a cliffhanger at the end of this episode?
00;01;24;01 – 00;01;47;13
Unknown
It’s a cliffhanger within a cliffhanger. Yes. Okay, I love it. All right, so take this last episode into your holiday break. Maybe you go back and listen to some of our previous episodes and really enjoy all of Thing Fresh. I cannot believe we are to the end of our second season already. It really is nuts just thinking about the podcast recording studio, how we said this is our first podcast, we’re finally doing it.
00;01;47;14 – 00;02;07;07
Unknown
It’s happening and it’s been two years. Time flies friends. Well John, let’s get started. Talking through trust in marketing. You recently gave a presentation at the Iowa League of Cities about the Edelman’s Trust Barometer. I will say I have I’ve heard of this over the years, but tell us a little bit more about what the trust barometer is.
00;02;07;09 – 00;02;34;03
Unknown
Yeah. So the Edelman Trust Barometer has been going on for 25 years. I think it started in 1999. Or the survey started in 1999. It’s a global report, I believe 28 countries, 33,000 people, this last year are who were surveyed. And really, what it is meant to do is show where trust the state of trust and where trust lies.
00;02;34;06 – 00;03;05;25
Unknown
So, you know, this report, really caught my attention. I’ve probably been tuned into the trust barometer for about the last 8 or 9 years. But it was really interesting this year how they zeroed in on this collapse of optimism amongst respondents. And, they labeled it a crisis of grievances. And I think you can say those words and people know pretty much what you mean by it, because I think it’s something most people are sensing in the world.
00;03;05;27 – 00;03;38;16
Unknown
It’s a global report. So it’s really interesting. I think here in the US, things certainly feel very polarized. Right. And definitely feeling that crisis of grievances. But it’s actually it’s worse in in parts of the world too. I mean, it’s it’s really just sort of everywhere. Right. So it’s it’s a really interesting inflection point every year that just shows the state of, of how people think about business, NGOs or nonprofit media and government.
00;03;38;18 – 00;04;02;28
Unknown
And this year, it really marks that point where, the, the belief or the trust in government and media is just at a, horrible low right time, when business comes out on top. As far as how people feel when it comes to trust, one of the things that I really like about this trust barometer, like you said, they’ve been doing this for 25 years.
00;04;02;28 – 00;04;34;10
Unknown
That means they’re not just serving. This is not a new survey that they’re doing this year. They have data that shows this continues to decline. The benchmarks over the years. And it’s interesting because it kind of goes up and down and there are even points where trust might be higher, but what they’re seeing is a decrease in optimism, where people feel like the next generation is not going to be better off than this generation, where more people feel anxiety about their future.
00;04;34;12 – 00;05;02;08
Unknown
And that is what so it the, the trust barometer doesn’t usually measure or grievance. Right. Okay. What they found in their measurement this year was grievance higher than, than previous years. And that is coming from a sense of hopelessness in people. You know, even when you think about the next generation coming into, into the job market, right?
00;05;02;08 – 00;05;30;02
Unknown
And it’s tough job market, but also and this trust barometer last year they started talking about I with a lot more intention. But this year so the the new the new barometer that’s going to come out next year is probably underway right now. Right. This was really before I really hit the mainstream. So now I’m really curious what 2026 is going to say, especially when it comes to what does this mean for jobs right, right.
00;05;30;02 – 00;06;05;11
Unknown
So this barometer that we’re looking at right now is really before 2025 happened, which I think we’re going to look back and see is the year that the robots started coming for our jobs. Right, right. So I it’s really it it really struck me. And that’s why I made that presentation at Iowa League of Cities. So when you when you present there, you’re typically presenting to city managers, public information officers, to mayors, to council members and my room was very full of people who wanted to come here about like, why are we in this state?
00;06;05;11 – 00;06;30;12
Unknown
Why do people not trust government? Right. And, and the fact of the matter is, it’s they don’t feel like it’s working for them. Yeah. And do you think that this is applicable even further outside of government officials and leaders? Is this applicable to to us, it’s incredibly applicable. So even though businesses our trust are trusted more, it’s still not a very it’s not a super high number.
00;06;30;12 – 00;06;57;03
Unknown
Right. It’s like I think it’s 59, 60%, of people who who trust business to make the right decisions to, lead sometimes in areas, of, of climate change and things like that. But I think what it really means is we have a jaded public, right. And nothing is more important in marketing and in selling a product or service than trust.
00;06;57;05 – 00;07;19;27
Unknown
Right? Most companies are not just selling a widget that they’re trying to crank up a production line or I mean, there’s there’s plenty companies that exist, businesses that exist to serve people and to or to sell a product to people and to grow need to build trust and this is a strong indicator that it’s never been more important.
00;07;19;27 – 00;07;47;25
Unknown
And the barometer shows us that world events the past 20 years, but in particular the last five, have eroded that trust across the board. So that leads to skepticism and even jaded ness. All of this was just leading up to 2025. And here we are talking about brands that are making some interesting decisions. Right back in episode 16 with Ashley and Amy, we talked about, are they doing it on purpose?
00;07;47;25 – 00;08;11;26
Unknown
Right. Just to get buzz, just to get buzz. And I would say in a world where trust is at a low and grievances are high, that that’s a misstep. To do that, even if it does generate some short term buzz, that that level of grievance and trust with businesses isn’t so high that I think brands can really afford to do that.
00;08;11;28 – 00;08;39;00
Unknown
So I think that that when how this applies to businesses and marketing is that we need to be careful to be building trust, not tearing it down. And that’s why I think some of those moves with brands that are maybe attention seeking are dangerous. Yeah. In today’s world, and as we’ve talked about in a few episodes here, that authenticity piece of it, that is where authenticity truly shines.
00;08;39;03 – 00;09;00;23
Unknown
You need those super polished, polished pieces of content. However, there’s still a whole lot of room, and a majority of your content should have that authentic look and feel, allowing your customers, your consumers to truly realize who your brand is. We don’t want to be overpowered. We don’t want to be overproduced. We don’t want to be super polished for every single thing.
00;09;00;26 – 00;09;27;13
Unknown
Let people see the authentic side of your brand. I love that, and and we’ve talked about this on multiple occasions, that that difference between that super polished brand that can now be we talked about this in our episode with Kim. Yes. Episode 17, if you are too polished all the time, people can’t really tell the difference between I and what’s authentic and real.
00;09;27;13 – 00;09;49;29
Unknown
So you have to you have to have that mix that people can identify as true. And and it is your brand and it is real people. You know, our survey work that we did showed us that, you know, there is definitely an issue with overusing AI in marketing, but I think we’re seeing that play out across the world right now.
00;09;50;01 – 00;10;17;29
Unknown
AI has so many uses. And it I mean, it can leverage so many things. But I think we are seeing a push back in over using AI created for creative generation. And like you were saying, this this barometer, the 2025 version doesn’t even necessarily cover the depth that we have of AI. I like you, and I’m predicting, right, that we’re going to have a lot more AI in next year’s barometer, the 2026.
00;10;17;29 – 00;10;41;11
Unknown
It will definitely be themed around the impacts of AI. Well, yeah, we’ll see. Even though they talked about it in the 2024 barometer, it just wasn’t widely understood yet by, you know, the average consumer. So in the 2025 report, it’s not surfacing that much. I I’ll be really curious to see what what they come out with in this next year.
00;10;41;13 – 00;11;07;12
Unknown
And Jen, you had mentioned the events of the world in the past 20 years, but in particular over the last five. How was the start of Covid? It was the start of Covid, and that’s where there’s a lot of big shake ups that happened in. And something that I could pinpoint to it was that distrust in government, in public health, things that you just stand, you always just believed in because there was uncertainty and there was no definitive correct answer.
00;11;07;12 – 00;11;36;24
Unknown
I think that that’s where a lot of that distrust bred and it is continued to grow and and expand, and people have found ways to help it expand that nurture the, the distrust. And I don’t think we can pin that solely on the pandemic. I mean, trust in the media had already been eroding for some time, and that I think, is because media just became very polarized and there are very few media sources that are strictly neutral.
00;11;36;27 – 00;12;02;24
Unknown
Right. Even there, they’re almost always going to lean one direction or the other, and then it’s really easy to tip into very far in one direction. And it’s once people start listening to it and that becomes their lens. They only see it from that perspective. And it is like there just aren’t very many news sources out there that really just report only what happened without any bias at all.
00;12;02;24 – 00;12;23;13
Unknown
And media, media in the center needs to be successful in order for this to turn around. But that’s not really what sells. Yeah. As soon as you start to tip in one like you, like you said, as soon as you start to tip in one way, maybe then all of a sudden the algorithms and people who are like, oh, they’re checking the clicks.
00;12;23;13 – 00;12;54;22
Unknown
They realize that when you have a little bit of a slant, you get more impressions, you get more views. And that’s what sells in media rage baiting. Yeah. So, I, I think the media has to come toward the center in order for media to regain trust. Yeah. So it really comes down to, those journalistic, I think that journalistic Integra of do you care about reporting the facts or do you care about clicks and views and virality?
00;12;54;24 – 00;13;18;06
Unknown
And that’s a sugar high. That’s pretty hard to give up. Yes, yes. The shift from virality back to authenticity, I love it. Jen, what were some of the overarching trends that you saw in in this year’s survey compared to other years? You mentioned you’ve been, a barometer junkie for the last ten years or so. So the main thing that I saw was the identification of grievances.
00;13;18;06 – 00;13;39;15
Unknown
Right. The prior year was innovation in peril, which meant that people aren’t necessarily trusting. They trust innovation, and they seek innovation, but they don’t necessarily trust who is managing that, whether that’s government or business. I’m curious, Jen, you mentioned that this one, the word that floated to the top was grievances. And that got me thinking, what is a grievance, right?
00;13;39;15 – 00;14;03;08
Unknown
Like what truly is a grievance? So a grievance means that you feel people are operating in their own best interests and not yours and and grievances. And a crisis of grievance means that we are developing this zero sum mindset. If you win, I lose. There is no if. There’s no rising tide lifts all ships, it’s if you win, I lose something.
00;14;03;08 – 00;14;32;01
Unknown
I have to give up something for you to gain something. And that that has been percolating for years, but does seem to be at this high level, high enough that they identified it and pinpointed it as their theme this year. I think that it the widening in the, in the wage gaps and in, in, in incomes is really fueling quite a bit of this and that to be apocalyptic about things.
00;14;32;01 – 00;14;57;21
Unknown
But if that’s not solved, if we really are moving into a job market where, you know, our college graduates and our kids coming out of high school can’t make a living, can’t get hired, this will escalate. So it this is a really interesting inflection point. Even with AI, when businesses talk about not wanting to hire Gen Z right now, we have to hire Gen.
00;14;57;25 – 00;15;22;02
Unknown
We have to hire Gen Z, hired Gen Z, and we have to train Gen Z. I cannot do all the jobs that millennials, Gen X and boomers are doing right now. They can’t do it. Well, at any rate. Yeah. And just because it’s hard to deal with the next generation coming up as it is, every generation, I was going to say, wasn’t this the same discussions around millennials, like working with millennials?
00;15;22;02 – 00;15;46;04
Unknown
Like they’re like, they’re all about me. They’re the worst, right? No, they’re the best. Sort of Gen Z, if she’s in a room full of millennials. Right. I’m Gen X, which is you know, the forgotten generation. Which side note, every article just straight up skips Gen X. So they’re like, boomers are this and millennials. And I’m like, we’re just like this like middle child that gets no attention.
00;15;46;06 – 00;16;08;06
Unknown
But but Gen Z is going to be in a tough spot. And I think that if they can’t find success and this is that hopelessness that, you see, like the next generation is not going to do better than this generation. We’ve got to turn that around because that’s where and not to be apocalyptic. As I said, that, I mean, we’re going to have revolution.
00;16;08;06 – 00;16;33;21
Unknown
But when you take away people’s hope and optimism, it will backfire on society. Oh, definitely. And this is the pendulum does always swing, right. We’ll figure this out as a society. But I think it’s going to be a rough couple years in the job market and and for the generation that’s entering it right now, especially as we’re talking about this, this is the first generation that won’t do better than their parents.
00;16;33;21 – 00;16;54;13
Unknown
Right? We keep saying that. We keep talking about it. That’s not great to hear as a Gen Z or as a Gen Z individual when it comes to predictions. I mean, people love to make those big a apocalyptic, you know, predictions are going to get clicks and going to get listens. This has to rectify itself because the system will always seek equilibrium.
00;16;54;13 – 00;17;14;21
Unknown
We’ll have to figure this out as a society. But I don’t think anybody really knows how we’re going to get there yet. Right. But that hope piece that’s big. We have to have hope. Yeah. And if you don’t that will force change. Right. So Ryan, you’ve taken a deep dive into at least this year’s, barometer. What do you think marketers can take away from this and learn from it?
00;17;14;23 – 00;17;39;23
Unknown
I think that there’s there’s quite a bit. But the big thing that that stays at the surface, the fact that business is even one of the covered pieces of this that reiterates and shows that brands have power, right? Consumers, they used to really want their brands to change the world and like, optimize the world, make the world better now because people are exhausted by the grievances, because there’s a high level of anxiety floating around.
00;17;39;25 – 00;18;02;13
Unknown
They want businesses to change their world. So it’s like instead of changing the world, change my world, make my specific life better. And I think that that is something that is ringing true. And the content I’m seeing online, it really is going back to that. It’s it’s a collapse in that idea of when that collapse and optimism is making people become.
00;18;02;13 – 00;18;27;22
Unknown
And I don’t mean this in a negative way. Self-centered, right. They are thinking about their own existence at this point. How do I succeed? How do I make this okay for my family? Because they are living in a world that feels threatening to them right now, financially, for the most part threatening. But also, I mean, when you look at worldwide what’s going on across the world, it can feel threatening in other ways to to people.
00;18;27;22 – 00;18;47;29
Unknown
So I think that that is what is driving that, that lack of optimism, that lack of hope and feeling of being under threat is what is causing people to look inward and say, what about me? How does this end for me? How does this get better for me? What will you do for me? And there are lessons for brands in that.
00;18;48;01 – 00;19;21;20
Unknown
Yeah. And it ties back to when you were saying people if you win, that means I’m not winning, right? If you win, that means I lose it. People were thinking, well, if we are the me, then if you win, I went to now it’s back to that. You win, I lose. So as brands, as we’re thinking about this, I think tying back in that authenticity, that empathetic, factual, transparent, etc., so so this is an opportunity to truly rely on leveraging your customers for reviews, testimonials, etc..
00;19;21;22 – 00;19;46;28
Unknown
Give people a person like me doesn’t always have to be the CEO. It could be somebody who uses your services, who, uses your products, right? To really maximize that trust. If people are struggling to trust business, give them people. What can brands and companies specifically do to help people feel more connected? I think that it ties this.
00;19;46;28 – 00;20;14;15
Unknown
This might be crazy, but it’s tying in some of that social media, right? The community that was the core of social media. And if you’re not leveraging your social media to create that community, try it in other ways. Create that community. Get people who use your brand, who have the same values as your brand together, and give them opportunities to to connect, whether that be on social media, if you’re a national brand, but maybe even having pop up events, encourage your local communities to come out to your events.
00;20;14;19 – 00;20;39;08
Unknown
Get like minded people together so that they truly can see the why and think outside of the me. Yeah. You know, just like we’ve talked about, what should brands be doing right now and what should companies be leveraging? What should they what should they not be doing based on the report data we’re seeing that silence is risky. Consumers do assume that silence means you’re hiding something.
00;20;39;15 – 00;21;04;01
Unknown
However, one thing to keep in mind is when you’re speaking about an issue or you’re speaking about a topic, does your business have a role or are you a stakeholder in that area? Right. And if you are not, maybe focus on areas where you do your business plays a key role. Your consumers are playing a key role. You know, one thing I like to say is being responsive versus reactive.
00;21;04;03 – 00;21;35;02
Unknown
If you if this isn’t something that aligns with the value that you have demonstrated in the past, I like that, you know, have we acted internally on this before we act externally? I think that’s important. Like if suddenly you are jumping on a bandwagon because you think you’re going to get clicks or you’re going to make sales because of it, that is very different than we are a company that has demonstrated this value in the past, and we continue to demonstrate this value.
00;21;35;02 – 00;22;07;19
Unknown
And this particular issue speaks to that value. And here is where we stand. I think that’s the brand’s litmus test, if you like, no brand should just jump on a trend because it’s a great way to maximize sales. Right? A social trend? Yes. I think that’s a sure fire way to show, that you are just trying to you’re in it for money and not for the greater good, and that will destroy your authenticity.
00;22;07;21 – 00;22;30;01
Unknown
And then I think that that stands true also for your employees. If your employees are saying, wait, we haven’t ever acted internally on this. We don’t have a policy around this. This isn’t the ethos of our company. Then that gives them as employees, they start to second guess, they start to second guess their employment, and then it goes back to that lack of optimism that, sense of unfulfilled it.
00;22;30;02 – 00;22;54;12
Unknown
And I think that it’s just it breeds it breeds grievance. It goes back to grievances. It creates, you know, that jaded ness in, in your employees and your and your audiences in general, like I, you know, I think it’s just best practice to reflect and respond rather than react in general, but make sure it aligns with your company’s values before you open your mouth.
00;22;54;14 – 00;23;18;28
Unknown
I think that if businesses want to maintain and even build on on the trust that they do have in consumers, they have to really lean into that authenticity and and not just authenticity for the sake of it. Fake authenticity. Right? Right. It really needs to be genuine to the brand and that goes back to everything that we learned with our I survey.
00;23;19;00 – 00;23;37;20
Unknown
Right. People are unsure of what’s real these days. Deliver on what’s real and your brand will benefit from it. That was a great way to wrap it all up. Jen, if you are curious if any of you are curious about the trust barometer yourself and really want to nerd out and dig into the data on this, see all the graphs?
00;23;37;20 – 00;24;00;22
Unknown
We will link to that barometer report in our show notes, so check that out. Now it’s time for our segment called Creative Briefs. This is where we dig into a marketing campaign, company or idea and see what insights we can learn from their marketing moves. Jen, tell us about this creative brief. All right. So this one, showed up in our slack channel, from our producer, Annie.
00;24;00;25 – 00;24;25;15
Unknown
And we, we love to talk about this stuff at work, and I always joke, like, the best. The best compliment I give a campaign is that doesn’t suck. But I actually thought this one was great. This is a campaign for Google Pixel ten. And it is, it’s really clever. And I, I had to start it over, honestly, when I first watched it because I thought, well, I don’t understand what’s going on with this.
00;24;25;15 – 00;24;54;13
Unknown
So they are making the comparison of a vanilla ice cream cone to the iPhone, and it’s so well done. Because instead of somebody staring at their iPhone, they are literally staring, looking bored at a vanilla ice cream cone. They pick up the vanilla ice cream cone, which leaves a mark, of course, along with their keys. As they’re leaving the door, they’re driving and looking at their vanilla ice cream cone.
00;24;54;15 – 00;25;19;00
Unknown
They are talking into their vanilla ice cream cone and, they’re taking selfies with their vanilla ice cream cone. It’s just it’s very clever because they just they don’t come out and say, your phone is boring and does boring things and that you are just doing it because it’s vanilla and it’s expected. They don’t have to come out and say it because it’s safe.
00;25;19;00 – 00;25;50;03
Unknown
Right. And then the very the ending scene is a woman who uses her Google Pixel ten to ask Gemini a question, and a follow up question, which it answers immediately. Kind of harkens back to our Freshie awards when we talked about these different, different ads with AI. Although this is a phone, right? This is a phone campaign, but it is also referring to to Gemini as a built in AI assistant versus Siri, which I think we all agree.
00;25;50;03 – 00;26;13;18
Unknown
Siri is getting drastically worse right now. Siri, I think is is devolving at this point. I, I thought it was great. It’s beautifully shot, but what a clever idea. Ryan, what were your thoughts? I think that my favorite iPhone to vanilla ice cream cone comparison was when it was a person trying to take a picture of himself working out.
00;26;13;21 – 00;26;35;26
Unknown
So he was at a gym, and he holds up as vanilla ice cream cone and poses. And then when people are trying to take pictures for their dating profiles, the mirror selfie. But it’s just them posing with a vanilla ice cream cone clearly in frame, the same way that your iPhone would clearly be in frame. I thought it was great, but the other piece of this you didn’t know right away what the comparison was.
00;26;35;26 – 00;26;53;05
Unknown
You didn’t understand it until you watched it. And this is a 62nd spot. I’m I’m curious what it would be like if I watched the 32nd, but that curiosity in that intrigue really piqued. I was I, I thought, oh, I have to, I have to finish this. And then about halfway through I’m like, oh, okay, this is where they’re going.
00;26;53;08 – 00;27;11;23
Unknown
But the other brilliant thing, not only are they talking about how boring your iPhone is and how safe and vanilla it is, they lean in at the very end to, like you said, how bad Siri is and how Apple is dropping the ball on Apple intelligence. They’ve talked about it now for two years how it’s coming to the next iPhone.
00;27;11;24 – 00;27;35;03
Unknown
They rolled it out in a campaign and then rolled it back. Yeah. It’s like they they are shooting the bed on the absolutely oops I don’t mind me saying shooting the bed. I just I think it’s okay. But Google is not only pointing it out, but they’re saying that your phones are boring. Now, as somebody who is an iPhone user is boring bad.
00;27;35;06 – 00;28;09;07
Unknown
Yeah, I have, I have wondered if iPhones are when iPhones are going to fall out of favor, right, I will, when will it be overtaken by a competitor? And I don’t know that it’s necessarily going to be Google. It could be something that hasn’t hit the market yet. But I do think Apple, while it is one of the most trusted brands, I mean, they I think Apple enjoys a very high level of trust among consumers, which is sort of the point of this ad is you trust this, it’s safe.
00;28;09;08 – 00;28;35;03
Unknown
You know, what you’re going to get, but you could do better. It’s leaning into the you make the comfortable decision, you make a heuristic decision. But you could have something that actually can answer your questions accurately. You can have something that takes great pictures. Actually, the great pictures. The pixel does take great pictures. But it’s a bold move.
00;28;35;06 – 00;29;10;12
Unknown
Yeah. But it’s it’s kind of calling Apple out for not really innovating over the last. I don’t know how many releases like what’s come out 16. Right. Like we’re up to 16. And we haven’t had that big of change since Siri at iPhone six. I don’t typically think of Google as a challenger brand, right? Google is established, but they are a bit of a challenger brand and they are approaching this from a challenger brand standpoint in this ad, because they’re telling people maybe you shouldn’t just make the comfortable choice.
00;29;10;12 – 00;29;36;12
Unknown
Maybe you shouldn’t just trust that that’s the right move to make. Maybe it’s time for something new. So it’s interesting to see Google move into that aspect of advertising, and to take that challenger brand where the underdog that you should consider. And I think that this is an opportunity for all brands to not rest on their laurels. Right.
00;29;36;12 – 00;29;58;07
Unknown
If you are, if you’re the top brand in your market, if you’re the top brand in your industry, make sure that you are making changes to show trust and authenticity. And if you might be in second place, third place hey, maybe evaluate. Encourage your consumers to evaluate their choices they can make, because anyone can make the choice to change brands right to change.
00;29;58;07 – 00;30;17;02
Unknown
Try a new product out. Overall, we love the campaign. We’ll include that in your show notes. We’ll put that in there. I am not ready to buy a Google Pixel ten though. Like you’re still probably going to have to pry my iPhone out of my cold dead hand. Same, same. Especially now that it’s orange. Wow. I want that orange phone.
00;30;17;05 – 00;30;38;22
Unknown
Jen, thank you so much for being my wonderful co-host for this podcast. Two seasons of this year, two full seasons and we mentioned the cliffhanger. Jen, do we have a cliffhanger? There might be some changes to the podcast. I mean, it could be wi fi or Ryan as my co-host. Could be that I get fired as the co-host.
00;30;38;25 – 00;31;01;23
Unknown
I’m going to say it’s not either of those things and tune in to season three. Think fresh to find out. We’ll see you in January, friends. That’s a hit. Thanks for listening. We hope you enjoyed this episode of Think Fresh. And remember, the conversation does not have to end here. If you liked what you heard today, be sure to follow us on Facebook, LinkedIn, or Instagram.
00;31;02;00 – 00;31;21;14
Unknown
Review our show on wherever you listen to your podcast on, or share all your marketing trials and triumphs by shooting us an email at info at Thing to Know About.com with the subject line dear de novo so we don’t miss it. And while you wait eagerly for our next episode, you can get your fix by checking out our blog, Fresh Thinking at that, think de novo.com.
00;31;21;22 – 00;31;37;18
Unknown
Stay tuned for more engaging conversations, laughs, and of course, marketing brilliance and me making fun of Ryan in the next episodes to come. Here’s to fresh thinking, sparking creativity, and never being boring. Bye friends. Are we swearing on this or no?
Unknown
It’s like they they are shitting the bed on the.. Absolutely. Oops. I don’t mind you saying shitting the bed on the podcast. I think it’s okay.
00;00;21;00 – 00;00;41;20
Unknown
Hello and welcome to Think Fresh, a podcast brought to you by the Novo Marketing’s Collective Creative. Coming to you from our Ideas Institute and here to talk about all things marketing. Insights on new trends, innovative ideas and marketing tools you can use in your day to day life and whatever else we deem relevant. I’m Jen Neumann, de novo CEO and your host.
00;00;41;20 – 00;01;02;22
Unknown
And I’m Ryan Shenefelt, account manager, innovation and education lead and resident nosy eavesdropper, always looking to push the envelope. He is indeed very, very nosy. Today we’re going to talk about trust in marketing. So Jen, we are going to have a slightly shorter episode this month, but also this is our final episode of the season. Who are we going to have a cliffhanger at the end?
00;01;02;24 – 00;01;23;27
Unknown
We will have to see. We will have to see. I will say a cliffhanger is great, but something I do respect even more than a cliffhanger. Now is an ending to the season, right? Like a final ending, they don’t make you have the cliffhanger. So who knows. This is an official cliffhanger. Will we have a cliffhanger or will we not have a cliffhanger at the end of this episode?
00;01;24;01 – 00;01;47;13
Unknown
It’s a cliffhanger within a cliffhanger. Yes. Okay, I love it. All right, so take this last episode into your holiday break. Maybe you go back and listen to some of our previous episodes and really enjoy all of Thing Fresh. I cannot believe we are to the end of our second season already. It really is nuts just thinking about the podcast recording studio, how we said this is our first podcast, we’re finally doing it.
00;01;47;14 – 00;02;07;07
Unknown
It’s happening and it’s been two years. Time flies friends. Well John, let’s get started. Talking through trust in marketing. You recently gave a presentation at the Iowa League of Cities about the Edelman’s Trust Barometer. I will say I have I’ve heard of this over the years, but tell us a little bit more about what the trust barometer is.
00;02;07;09 – 00;02;34;03
Unknown
Yeah. So the Edelman Trust Barometer has been going on for 25 years. I think it started in 1999. Or the survey started in 1999. It’s a global report, I believe 28 countries, 33,000 people, this last year are who were surveyed. And really, what it is meant to do is show where trust the state of trust and where trust lies.
00;02;34;06 – 00;03;05;25
Unknown
So, you know, this report, really caught my attention. I’ve probably been tuned into the trust barometer for about the last 8 or 9 years. But it was really interesting this year how they zeroed in on this collapse of optimism amongst respondents. And, they labeled it a crisis of grievances. And I think you can say those words and people know pretty much what you mean by it, because I think it’s something most people are sensing in the world.
00;03;05;27 – 00;03;38;16
Unknown
It’s a global report. So it’s really interesting. I think here in the US, things certainly feel very polarized. Right. And definitely feeling that crisis of grievances. But it’s actually it’s worse in in parts of the world too. I mean, it’s it’s really just sort of everywhere. Right. So it’s it’s a really interesting inflection point every year that just shows the state of, of how people think about business, NGOs or nonprofit media and government.
00;03;38;18 – 00;04;02;28
Unknown
And this year, it really marks that point where, the, the belief or the trust in government and media is just at a, horrible low right time, when business comes out on top. As far as how people feel when it comes to trust, one of the things that I really like about this trust barometer, like you said, they’ve been doing this for 25 years.
00;04;02;28 – 00;04;34;10
Unknown
That means they’re not just serving. This is not a new survey that they’re doing this year. They have data that shows this continues to decline. The benchmarks over the years. And it’s interesting because it kind of goes up and down and there are even points where trust might be higher, but what they’re seeing is a decrease in optimism, where people feel like the next generation is not going to be better off than this generation, where more people feel anxiety about their future.
00;04;34;12 – 00;05;02;08
Unknown
And that is what so it the, the trust barometer doesn’t usually measure or grievance. Right. Okay. What they found in their measurement this year was grievance higher than, than previous years. And that is coming from a sense of hopelessness in people. You know, even when you think about the next generation coming into, into the job market, right?
00;05;02;08 – 00;05;30;02
Unknown
And it’s tough job market, but also and this trust barometer last year they started talking about I with a lot more intention. But this year so the the new the new barometer that’s going to come out next year is probably underway right now. Right. This was really before I really hit the mainstream. So now I’m really curious what 2026 is going to say, especially when it comes to what does this mean for jobs right, right.
00;05;30;02 – 00;06;05;11
Unknown
So this barometer that we’re looking at right now is really before 2025 happened, which I think we’re going to look back and see is the year that the robots started coming for our jobs. Right, right. So I it’s really it it really struck me. And that’s why I made that presentation at Iowa League of Cities. So when you when you present there, you’re typically presenting to city managers, public information officers, to mayors, to council members and my room was very full of people who wanted to come here about like, why are we in this state?
00;06;05;11 – 00;06;30;12
Unknown
Why do people not trust government? Right. And, and the fact of the matter is, it’s they don’t feel like it’s working for them. Yeah. And do you think that this is applicable even further outside of government officials and leaders? Is this applicable to to us, it’s incredibly applicable. So even though businesses our trust are trusted more, it’s still not a very it’s not a super high number.
00;06;30;12 – 00;06;57;03
Unknown
Right. It’s like I think it’s 59, 60%, of people who who trust business to make the right decisions to, lead sometimes in areas, of, of climate change and things like that. But I think what it really means is we have a jaded public, right. And nothing is more important in marketing and in selling a product or service than trust.
00;06;57;05 – 00;07;19;27
Unknown
Right? Most companies are not just selling a widget that they’re trying to crank up a production line or I mean, there’s there’s plenty companies that exist, businesses that exist to serve people and to or to sell a product to people and to grow need to build trust and this is a strong indicator that it’s never been more important.
00;07;19;27 – 00;07;47;25
Unknown
And the barometer shows us that world events the past 20 years, but in particular the last five, have eroded that trust across the board. So that leads to skepticism and even jaded ness. All of this was just leading up to 2025. And here we are talking about brands that are making some interesting decisions. Right back in episode 16 with Ashley and Amy, we talked about, are they doing it on purpose?
00;07;47;25 – 00;08;11;26
Unknown
Right. Just to get buzz, just to get buzz. And I would say in a world where trust is at a low and grievances are high, that that’s a misstep. To do that, even if it does generate some short term buzz, that that level of grievance and trust with businesses isn’t so high that I think brands can really afford to do that.
00;08;11;28 – 00;08;39;00
Unknown
So I think that that when how this applies to businesses and marketing is that we need to be careful to be building trust, not tearing it down. And that’s why I think some of those moves with brands that are maybe attention seeking are dangerous. Yeah. In today’s world, and as we’ve talked about in a few episodes here, that authenticity piece of it, that is where authenticity truly shines.
00;08;39;03 – 00;09;00;23
Unknown
You need those super polished, polished pieces of content. However, there’s still a whole lot of room, and a majority of your content should have that authentic look and feel, allowing your customers, your consumers to truly realize who your brand is. We don’t want to be overpowered. We don’t want to be overproduced. We don’t want to be super polished for every single thing.
00;09;00;26 – 00;09;27;13
Unknown
Let people see the authentic side of your brand. I love that, and and we’ve talked about this on multiple occasions, that that difference between that super polished brand that can now be we talked about this in our episode with Kim. Yes. Episode 17, if you are too polished all the time, people can’t really tell the difference between I and what’s authentic and real.
00;09;27;13 – 00;09;49;29
Unknown
So you have to you have to have that mix that people can identify as true. And and it is your brand and it is real people. You know, our survey work that we did showed us that, you know, there is definitely an issue with overusing AI in marketing, but I think we’re seeing that play out across the world right now.
00;09;50;01 – 00;10;17;29
Unknown
AI has so many uses. And it I mean, it can leverage so many things. But I think we are seeing a push back in over using AI created for creative generation. And like you were saying, this this barometer, the 2025 version doesn’t even necessarily cover the depth that we have of AI. I like you, and I’m predicting, right, that we’re going to have a lot more AI in next year’s barometer, the 2026.
00;10;17;29 – 00;10;41;11
Unknown
It will definitely be themed around the impacts of AI. Well, yeah, we’ll see. Even though they talked about it in the 2024 barometer, it just wasn’t widely understood yet by, you know, the average consumer. So in the 2025 report, it’s not surfacing that much. I I’ll be really curious to see what what they come out with in this next year.
00;10;41;13 – 00;11;07;12
Unknown
And Jen, you had mentioned the events of the world in the past 20 years, but in particular over the last five. How was the start of Covid? It was the start of Covid, and that’s where there’s a lot of big shake ups that happened in. And something that I could pinpoint to it was that distrust in government, in public health, things that you just stand, you always just believed in because there was uncertainty and there was no definitive correct answer.
00;11;07;12 – 00;11;36;24
Unknown
I think that that’s where a lot of that distrust bred and it is continued to grow and and expand, and people have found ways to help it expand that nurture the, the distrust. And I don’t think we can pin that solely on the pandemic. I mean, trust in the media had already been eroding for some time, and that I think, is because media just became very polarized and there are very few media sources that are strictly neutral.
00;11;36;27 – 00;12;02;24
Unknown
Right. Even there, they’re almost always going to lean one direction or the other, and then it’s really easy to tip into very far in one direction. And it’s once people start listening to it and that becomes their lens. They only see it from that perspective. And it is like there just aren’t very many news sources out there that really just report only what happened without any bias at all.
00;12;02;24 – 00;12;23;13
Unknown
And media, media in the center needs to be successful in order for this to turn around. But that’s not really what sells. Yeah. As soon as you start to tip in one like you, like you said, as soon as you start to tip in one way, maybe then all of a sudden the algorithms and people who are like, oh, they’re checking the clicks.
00;12;23;13 – 00;12;54;22
Unknown
They realize that when you have a little bit of a slant, you get more impressions, you get more views. And that’s what sells in media rage baiting. Yeah. So, I, I think the media has to come toward the center in order for media to regain trust. Yeah. So it really comes down to, those journalistic, I think that journalistic Integra of do you care about reporting the facts or do you care about clicks and views and virality?
00;12;54;24 – 00;13;18;06
Unknown
And that’s a sugar high. That’s pretty hard to give up. Yes, yes. The shift from virality back to authenticity, I love it. Jen, what were some of the overarching trends that you saw in in this year’s survey compared to other years? You mentioned you’ve been, a barometer junkie for the last ten years or so. So the main thing that I saw was the identification of grievances.
00;13;18;06 – 00;13;39;15
Unknown
Right. The prior year was innovation in peril, which meant that people aren’t necessarily trusting. They trust innovation, and they seek innovation, but they don’t necessarily trust who is managing that, whether that’s government or business. I’m curious, Jen, you mentioned that this one, the word that floated to the top was grievances. And that got me thinking, what is a grievance, right?
00;13;39;15 – 00;14;03;08
Unknown
Like what truly is a grievance? So a grievance means that you feel people are operating in their own best interests and not yours and and grievances. And a crisis of grievance means that we are developing this zero sum mindset. If you win, I lose. There is no if. There’s no rising tide lifts all ships, it’s if you win, I lose something.
00;14;03;08 – 00;14;32;01
Unknown
I have to give up something for you to gain something. And that that has been percolating for years, but does seem to be at this high level, high enough that they identified it and pinpointed it as their theme this year. I think that it the widening in the, in the wage gaps and in, in, in incomes is really fueling quite a bit of this and that to be apocalyptic about things.
00;14;32;01 – 00;14;57;21
Unknown
But if that’s not solved, if we really are moving into a job market where, you know, our college graduates and our kids coming out of high school can’t make a living, can’t get hired, this will escalate. So it this is a really interesting inflection point. Even with AI, when businesses talk about not wanting to hire Gen Z right now, we have to hire Gen.
00;14;57;25 – 00;15;22;02
Unknown
We have to hire Gen Z, hired Gen Z, and we have to train Gen Z. I cannot do all the jobs that millennials, Gen X and boomers are doing right now. They can’t do it. Well, at any rate. Yeah. And just because it’s hard to deal with the next generation coming up as it is, every generation, I was going to say, wasn’t this the same discussions around millennials, like working with millennials?
00;15;22;02 – 00;15;46;04
Unknown
Like they’re like, they’re all about me. They’re the worst, right? No, they’re the best. Sort of Gen Z, if she’s in a room full of millennials. Right. I’m Gen X, which is you know, the forgotten generation. Which side note, every article just straight up skips Gen X. So they’re like, boomers are this and millennials. And I’m like, we’re just like this like middle child that gets no attention.
00;15;46;06 – 00;16;08;06
Unknown
But but Gen Z is going to be in a tough spot. And I think that if they can’t find success and this is that hopelessness that, you see, like the next generation is not going to do better than this generation. We’ve got to turn that around because that’s where and not to be apocalyptic. As I said, that, I mean, we’re going to have revolution.
00;16;08;06 – 00;16;33;21
Unknown
But when you take away people’s hope and optimism, it will backfire on society. Oh, definitely. And this is the pendulum does always swing, right. We’ll figure this out as a society. But I think it’s going to be a rough couple years in the job market and and for the generation that’s entering it right now, especially as we’re talking about this, this is the first generation that won’t do better than their parents.
00;16;33;21 – 00;16;54;13
Unknown
Right? We keep saying that. We keep talking about it. That’s not great to hear as a Gen Z or as a Gen Z individual when it comes to predictions. I mean, people love to make those big a apocalyptic, you know, predictions are going to get clicks and going to get listens. This has to rectify itself because the system will always seek equilibrium.
00;16;54;13 – 00;17;14;21
Unknown
We’ll have to figure this out as a society. But I don’t think anybody really knows how we’re going to get there yet. Right. But that hope piece that’s big. We have to have hope. Yeah. And if you don’t that will force change. Right. So Ryan, you’ve taken a deep dive into at least this year’s, barometer. What do you think marketers can take away from this and learn from it?
00;17;14;23 – 00;17;39;23
Unknown
I think that there’s there’s quite a bit. But the big thing that that stays at the surface, the fact that business is even one of the covered pieces of this that reiterates and shows that brands have power, right? Consumers, they used to really want their brands to change the world and like, optimize the world, make the world better now because people are exhausted by the grievances, because there’s a high level of anxiety floating around.
00;17;39;25 – 00;18;02;13
Unknown
They want businesses to change their world. So it’s like instead of changing the world, change my world, make my specific life better. And I think that that is something that is ringing true. And the content I’m seeing online, it really is going back to that. It’s it’s a collapse in that idea of when that collapse and optimism is making people become.
00;18;02;13 – 00;18;27;22
Unknown
And I don’t mean this in a negative way. Self-centered, right. They are thinking about their own existence at this point. How do I succeed? How do I make this okay for my family? Because they are living in a world that feels threatening to them right now, financially, for the most part threatening. But also, I mean, when you look at worldwide what’s going on across the world, it can feel threatening in other ways to to people.
00;18;27;22 – 00;18;47;29
Unknown
So I think that that is what is driving that, that lack of optimism, that lack of hope and feeling of being under threat is what is causing people to look inward and say, what about me? How does this end for me? How does this get better for me? What will you do for me? And there are lessons for brands in that.
00;18;48;01 – 00;19;21;20
Unknown
Yeah. And it ties back to when you were saying people if you win, that means I’m not winning, right? If you win, that means I lose it. People were thinking, well, if we are the me, then if you win, I went to now it’s back to that. You win, I lose. So as brands, as we’re thinking about this, I think tying back in that authenticity, that empathetic, factual, transparent, etc., so so this is an opportunity to truly rely on leveraging your customers for reviews, testimonials, etc..
00;19;21;22 – 00;19;46;28
Unknown
Give people a person like me doesn’t always have to be the CEO. It could be somebody who uses your services, who, uses your products, right? To really maximize that trust. If people are struggling to trust business, give them people. What can brands and companies specifically do to help people feel more connected? I think that it ties this.
00;19;46;28 – 00;20;14;15
Unknown
This might be crazy, but it’s tying in some of that social media, right? The community that was the core of social media. And if you’re not leveraging your social media to create that community, try it in other ways. Create that community. Get people who use your brand, who have the same values as your brand together, and give them opportunities to to connect, whether that be on social media, if you’re a national brand, but maybe even having pop up events, encourage your local communities to come out to your events.
00;20;14;19 – 00;20;39;08
Unknown
Get like minded people together so that they truly can see the why and think outside of the me. Yeah. You know, just like we’ve talked about, what should brands be doing right now and what should companies be leveraging? What should they what should they not be doing based on the report data we’re seeing that silence is risky. Consumers do assume that silence means you’re hiding something.
00;20;39;15 – 00;21;04;01
Unknown
However, one thing to keep in mind is when you’re speaking about an issue or you’re speaking about a topic, does your business have a role or are you a stakeholder in that area? Right. And if you are not, maybe focus on areas where you do your business plays a key role. Your consumers are playing a key role. You know, one thing I like to say is being responsive versus reactive.
00;21;04;03 – 00;21;35;02
Unknown
If you if this isn’t something that aligns with the value that you have demonstrated in the past, I like that, you know, have we acted internally on this before we act externally? I think that’s important. Like if suddenly you are jumping on a bandwagon because you think you’re going to get clicks or you’re going to make sales because of it, that is very different than we are a company that has demonstrated this value in the past, and we continue to demonstrate this value.
00;21;35;02 – 00;22;07;19
Unknown
And this particular issue speaks to that value. And here is where we stand. I think that’s the brand’s litmus test, if you like, no brand should just jump on a trend because it’s a great way to maximize sales. Right? A social trend? Yes. I think that’s a sure fire way to show, that you are just trying to you’re in it for money and not for the greater good, and that will destroy your authenticity.
00;22;07;21 – 00;22;30;01
Unknown
And then I think that that stands true also for your employees. If your employees are saying, wait, we haven’t ever acted internally on this. We don’t have a policy around this. This isn’t the ethos of our company. Then that gives them as employees, they start to second guess, they start to second guess their employment, and then it goes back to that lack of optimism that, sense of unfulfilled it.
00;22;30;02 – 00;22;54;12
Unknown
And I think that it’s just it breeds it breeds grievance. It goes back to grievances. It creates, you know, that jaded ness in, in your employees and your and your audiences in general, like I, you know, I think it’s just best practice to reflect and respond rather than react in general, but make sure it aligns with your company’s values before you open your mouth.
00;22;54;14 – 00;23;18;28
Unknown
I think that if businesses want to maintain and even build on on the trust that they do have in consumers, they have to really lean into that authenticity and and not just authenticity for the sake of it. Fake authenticity. Right? Right. It really needs to be genuine to the brand and that goes back to everything that we learned with our I survey.
00;23;19;00 – 00;23;37;20
Unknown
Right. People are unsure of what’s real these days. Deliver on what’s real and your brand will benefit from it. That was a great way to wrap it all up. Jen, if you are curious if any of you are curious about the trust barometer yourself and really want to nerd out and dig into the data on this, see all the graphs?
00;23;37;20 – 00;24;00;22
Unknown
We will link to that barometer report in our show notes, so check that out. Now it’s time for our segment called Creative Briefs. This is where we dig into a marketing campaign, company or idea and see what insights we can learn from their marketing moves. Jen, tell us about this creative brief. All right. So this one, showed up in our slack channel, from our producer, Annie.
00;24;00;25 – 00;24;25;15
Unknown
And we, we love to talk about this stuff at work, and I always joke, like, the best. The best compliment I give a campaign is that doesn’t suck. But I actually thought this one was great. This is a campaign for Google Pixel ten. And it is, it’s really clever. And I, I had to start it over, honestly, when I first watched it because I thought, well, I don’t understand what’s going on with this.
00;24;25;15 – 00;24;54;13
Unknown
So they are making the comparison of a vanilla ice cream cone to the iPhone, and it’s so well done. Because instead of somebody staring at their iPhone, they are literally staring, looking bored at a vanilla ice cream cone. They pick up the vanilla ice cream cone, which leaves a mark, of course, along with their keys. As they’re leaving the door, they’re driving and looking at their vanilla ice cream cone.
00;24;54;15 – 00;25;19;00
Unknown
They are talking into their vanilla ice cream cone and, they’re taking selfies with their vanilla ice cream cone. It’s just it’s very clever because they just they don’t come out and say, your phone is boring and does boring things and that you are just doing it because it’s vanilla and it’s expected. They don’t have to come out and say it because it’s safe.
00;25;19;00 – 00;25;50;03
Unknown
Right. And then the very the ending scene is a woman who uses her Google Pixel ten to ask Gemini a question, and a follow up question, which it answers immediately. Kind of harkens back to our Freshie awards when we talked about these different, different ads with AI. Although this is a phone, right? This is a phone campaign, but it is also referring to to Gemini as a built in AI assistant versus Siri, which I think we all agree.
00;25;50;03 – 00;26;13;18
Unknown
Siri is getting drastically worse right now. Siri, I think is is devolving at this point. I, I thought it was great. It’s beautifully shot, but what a clever idea. Ryan, what were your thoughts? I think that my favorite iPhone to vanilla ice cream cone comparison was when it was a person trying to take a picture of himself working out.
00;26;13;21 – 00;26;35;26
Unknown
So he was at a gym, and he holds up as vanilla ice cream cone and poses. And then when people are trying to take pictures for their dating profiles, the mirror selfie. But it’s just them posing with a vanilla ice cream cone clearly in frame, the same way that your iPhone would clearly be in frame. I thought it was great, but the other piece of this you didn’t know right away what the comparison was.
00;26;35;26 – 00;26;53;05
Unknown
You didn’t understand it until you watched it. And this is a 62nd spot. I’m I’m curious what it would be like if I watched the 32nd, but that curiosity in that intrigue really piqued. I was I, I thought, oh, I have to, I have to finish this. And then about halfway through I’m like, oh, okay, this is where they’re going.
00;26;53;08 – 00;27;11;23
Unknown
But the other brilliant thing, not only are they talking about how boring your iPhone is and how safe and vanilla it is, they lean in at the very end to, like you said, how bad Siri is and how Apple is dropping the ball on Apple intelligence. They’ve talked about it now for two years how it’s coming to the next iPhone.
00;27;11;24 – 00;27;35;03
Unknown
They rolled it out in a campaign and then rolled it back. Yeah. It’s like they they are shooting the bed on the absolutely oops I don’t mind me saying shooting the bed. I just I think it’s okay. But Google is not only pointing it out, but they’re saying that your phones are boring. Now, as somebody who is an iPhone user is boring bad.
00;27;35;06 – 00;28;09;07
Unknown
Yeah, I have, I have wondered if iPhones are when iPhones are going to fall out of favor, right, I will, when will it be overtaken by a competitor? And I don’t know that it’s necessarily going to be Google. It could be something that hasn’t hit the market yet. But I do think Apple, while it is one of the most trusted brands, I mean, they I think Apple enjoys a very high level of trust among consumers, which is sort of the point of this ad is you trust this, it’s safe.
00;28;09;08 – 00;28;35;03
Unknown
You know, what you’re going to get, but you could do better. It’s leaning into the you make the comfortable decision, you make a heuristic decision. But you could have something that actually can answer your questions accurately. You can have something that takes great pictures. Actually, the great pictures. The pixel does take great pictures. But it’s a bold move.
00;28;35;06 – 00;29;10;12
Unknown
Yeah. But it’s it’s kind of calling Apple out for not really innovating over the last. I don’t know how many releases like what’s come out 16. Right. Like we’re up to 16. And we haven’t had that big of change since Siri at iPhone six. I don’t typically think of Google as a challenger brand, right? Google is established, but they are a bit of a challenger brand and they are approaching this from a challenger brand standpoint in this ad, because they’re telling people maybe you shouldn’t just make the comfortable choice.
00;29;10;12 – 00;29;36;12
Unknown
Maybe you shouldn’t just trust that that’s the right move to make. Maybe it’s time for something new. So it’s interesting to see Google move into that aspect of advertising, and to take that challenger brand where the underdog that you should consider. And I think that this is an opportunity for all brands to not rest on their laurels. Right.
00;29;36;12 – 00;29;58;07
Unknown
If you are, if you’re the top brand in your market, if you’re the top brand in your industry, make sure that you are making changes to show trust and authenticity. And if you might be in second place, third place hey, maybe evaluate. Encourage your consumers to evaluate their choices they can make, because anyone can make the choice to change brands right to change.
00;29;58;07 – 00;30;17;02
Unknown
Try a new product out. Overall, we love the campaign. We’ll include that in your show notes. We’ll put that in there. I am not ready to buy a Google Pixel ten though. Like you’re still probably going to have to pry my iPhone out of my cold dead hand. Same, same. Especially now that it’s orange. Wow. I want that orange phone.
00;30;17;05 – 00;30;38;22
Unknown
Jen, thank you so much for being my wonderful co-host for this podcast. Two seasons of this year, two full seasons and we mentioned the cliffhanger. Jen, do we have a cliffhanger? There might be some changes to the podcast. I mean, it could be wi fi or Ryan as my co-host. Could be that I get fired as the co-host.
00;30;38;25 – 00;31;01;23
Unknown
I’m going to say it’s not either of those things and tune in to season three. Think fresh to find out. We’ll see you in January, friends. That’s a hit. Thanks for listening. We hope you enjoyed this episode of Think Fresh. And remember, the conversation does not have to end here. If you liked what you heard today, be sure to follow us on Facebook, LinkedIn, or Instagram.
00;31;02;00 – 00;31;21;14
Unknown
Review our show on wherever you listen to your podcast on, or share all your marketing trials and triumphs by shooting us an email at info at Thing to Know About.com with the subject line dear de novo so we don’t miss it. And while you wait eagerly for our next episode, you can get your fix by checking out our blog, Fresh Thinking at that, think de novo.com.
00;31;21;22 – 00;31;37;18
Unknown
Stay tuned for more engaging conversations, laughs, and of course, marketing brilliance and me making fun of Ryan in the next episodes to come. Here’s to fresh thinking, sparking creativity, and never being boring. Bye friends. Are we swearing on this or no?
