Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Backslash Becoming Uninfluenced report explores trust

Brand: Backslash

Campaign: Becoming Uninfluenced

Source: https://campaignme.com/tbwa-raad-backslash-becoming-uninfluenced-report/

Goal: To explore brand credibility in the context of growing skepticism towards online influence.

Claim: Influence isn’t disappearing. People still want recommendations and discovery.

Media: Private preview event

Summary: The 'Becoming Uninfluenced' report by Backslash reveals that many people find being hard to influence more appealing than being an influencer. This research highlights a growing skepticism towards online popularity and focuses on how brands can build credibility as audiences question modern influence methods. The report challenges the idea that visibility necessarily equates to influence, advocating for a focus on unique perspectives and trust.

Global

Which? puts trust at centre of revamped brand platform

Brand: Which?

Campaign: Revamped brand platform

Source: https://www.campaignlive.co.uk/article/which-puts-trust-at-centre-of-revamped-brand-platform/47mxzmbvy58gk6qggj5yajpndh

Goal: To center trust in the brand's identity

Summary: Which? has revamped its brand platform by placing trust at its core, working with agencies Neverland and Why Projects to enhance its brand identity.

Brand Revamp trust

Norway

Collapse – The Prophet in Bærum

Brand: Maverix

Campaign: Kollaps – Profeten i Bærum

Source: https://www.kampanje.com/premium/byralederen-star-bak-sjokk-dokumentar-om-profet-venn-1/1035155

Goal: To spark a conversation about trust in societal structures

Media: TV

Summary: Maverix's new documentary series 'Kollaps – Profeten i Bærum' explores a controversial community led by Christian Sønstebø, comparing it to Netflix's 'Tiger King'. The series aims to raise discussions around the loss of trust in established societal structures. Despite creating a buzz, Sønstebø has criticized its journalistic balance and legality, seeking to prevent its publication. Linda Nordheim from Maverix emphasizes the team's effort in creating an engaging, in-house production.

documentary society trust

Portugal

AI LAB FDUL presents new brand identity created by Saint Pirate

Brand: AI LAB FDUL

Campaign: Shaping Trust in AI

Source: https://www.imagensdemarca.pt/artigo/ai-lab-fdul-apresenta-nova-identidade-de-marca-criada-pela-saint-pirate/

Goal: To promote ethical and responsible use of AI

Claim: SHAPING TRUST IN AI

Media: specialized press and digital platforms

Summary: The AI LAB FDUL, a non-profit association focused on promoting ethical, safe, and trustworthy use of Artificial Intelligence in public administration and business, has launched a new brand identity created by Saint Pirate. The campaign, titled 'Shaping Trust in AI', aims to instill confidence in the utilization of AI and will be disseminated through specialized media and digital platforms. The project emphasizes a balance between high-tech references and a scientific corporate dimension, reflecting the credibility of the AI LAB FDUL team.

artificial intelligence brand identity Communication Strategy trust

Paraguay

Premiere: Wild Fi Paraguay presents a campaign for Copetrol inspired by the trust of generations

Brand: Copetrol

Campaign: Certified by you and your loved ones

Source: https://www.adlatina.com/publicidad/preestreno-wild-fi-paraguay-presenta-una-campaa-para-copetrol-inspirada-en-la-confianza-de-generaciones

Goal: Reinforce brand preference and emotional connection

Claim: Certified by you and your loved ones

Summary: Wild Fi Paraguay launched the campaign 'Certified by you and your loved ones' for Copetrol, focusing on quality as a generational bond that fosters trust among consumers. The campaign aims to shift focus from technology and pricing to emotional connections rooted in family discussions about choices, celebrating the long-term loyalty of customers.

energy family connection fuel trust

Portugal

New Portuguese solution gives digital identity to autonomous robots and AI agents

Brand: DigitalSign

Campaign: AgentID

Source: https://www.imagensdemarca.pt/artigo/nova-solucao-portuguesa-da-identidade-digital-a-robos-autonomos-e-agentes-de-ia/

Goal: To provide a verifiable digital identity for autonomous robots and AI agents.

Summary: DigitalSign has launched AgentID, a new digital identity service aimed at autonomous robots and AI agents, to ensure secure identification, access control, and integrity of actions. This initiative responds to the requirements of critical sectors defined by the NIS2 directive and aligns with the upcoming AI Act regulations. The goal is to provide these systems with the same level of digital trust that exists for people and organizations.

AI agents autonomous robots compliance digital identity trust