Attention is measurable, immediate, and easy to buy. Trust is none of those things, which is why nearly every marketing organization in existence is structured to produce the first and hope the second follows.
It rarely does. The campaigns that generate the sharpest short-term lift are frequently the ones that cost the most in credibility, and the bill arrives in a quarter nobody is looking at.
The companies that get this right tend to share an unglamorous trait: they say fewer things, more slowly, and they do not contradict themselves. That is the entire strategy.
