BONUS: 5 Ways to Build a Challenger Brand that Consumers Trust

Podcast: The Marketing Architects · Marketing Architects

Opublikowano: 2026-09-30

73% of people think they should have an estate plan. But only 26% actually do. So how do you get consumers to act on something they'd rather avoid? Recorded live at Brandweek, CEO Angela Voss sits down with Trust & Will CMO Dale Sperling. They break down five ways the digital estate planning brand builds trust at scale, from TV's signaling power to warm, human creative and sonic branding. Plus, hear how sticking with one campaign helped drive an 89% lift in unaided awareness since 2023. Topics covered: [01:00] Why trust drives purchase decisions [04:00] How TV signals legitimacy <br...