5 Comments
Jan 19, 2022Liked by Adam Singer

Thanks for this one Adam. I've been thinking about 'trust' a lot lately (from the perspective of customer experience and 'satisfaction' metrics - Byron Sharp has been getting into my head).

I like how you spend the time exploring the intangible/hard to measure. It's not a science in the sense that many of the marketing metric folk look for, there's no proverbial snooker table in a vacuum to conduct experiments with 'no friction' as there was in High School Physics. In that sense, your prompt around authenticity here just makes sense.

Also: love the coffee campaign. Would love to have seen the longer term effect on sales/etc.

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Love this article, and really hits home the difference between cheap audience manufacturing to serve vanity metrics versus actually being influential.

Whenever I see people use gimmicks like this, especially in the B2B space where my startup works, it is so obvious that it does the reverse - it harms credibility and influence exactly because behind the gimmick is usually a mediocre product.

Nothing can replace having something valuable to say and understanding marketing is a long term effort to facilitate that message finding the right audience that authentically gets value from the content.

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Jan 19, 2022Liked by Adam Singer

great article

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Banger of a piece Adam 🤝

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