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

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 [05:30] Building creative around relatable life moments [07:00] Inside the Make It Count campaign [10:30] Running linear and CTV as one TV strategy [11:30] Why consistency pays off in brand building [13:30] What's next for Trust & Will  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 Kantar Article: https://www.kantar.com/inspiration/advertising-media/trust-in-media-the-new-publishing-battleground2024 System1 Report: https://system1group.com/blog/the-extraordinary-cost-of-dull Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts