How To Build a Trusted Brand with Tina Cassidy of GBH

Tina Cassidy, CMO of GBH talks to Eric about the rebranding of Boston’s public broadcaster and the largest creator for public media in America. Trust is not only central to GBH as a company, it is central to GBH’s mission as a source of trusted news and information. It goes without saying that we find ourselves in an ever-changing information landscape where news is no longer traditionally produced or consumed, and the news media is increasingly seen as divided and divisive. Building trust with this new generation of consumers has been central to Tina’s mission at GBH. Through a commitment to transparency when it comes to gathering information from consumers and truly living its values, GBH has remained a deeply  trusted media source. Get in touch with Tina at  [email protected] and find GBH on Twitter https://twitter.com/GBHScratch is made in partnership with Attest, a consumer research platform with access to over 110 million consumers across 50 markets. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at [email protected], we’d love to hear from you.  Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024