How to Measure Brand Awareness, Trust, and Reputation

In a collapsed-funnel world, “action-oriented” isn’t a button—it’s a byproduct of trust. Today, Gini Dietrich digs into how reputation becomes rank (and revenue), the metrics that prove it, and a simple PESO Model© sequence to lower your cost to convert. Share this episode with a friend, exec, or client who’s stuck debating brand vs. performance.

AI collapsed drafting time—but clients still buy certainty: accuracy, brand safety, and results.  In this episode, Gini Dietrich lays out a practical playbook to stop itemizing hours and start contracting standards, so you keep fees (and win bigger scopes) in the AI era. In this episode, you’ll learn: How to explain “AI speed” without triggering a discount The 10 clauses to codify standards (provenance, data, IP, QA) Fixed/outcome pricing models that hold (and grow) fees Scripts for procurement, legal, and the “show me your prompts” crowd

The internet isn’t dead—it’s haunted. This week, Gini Dietrich explores the “dead internet” theory and why bots now outnumber humans online, which changes how we plan, measure, and defend our brands.  You’ll learn how to replace vanity metrics with human signals, ship proof-of-work content (original data, named experts, receipts), add provenance to your media, and rewire your PESO Model for verified attention. Highlights: Why dashboards glow while revenue stalls—and how to fix it Owned as your fortress: proof stack, schema, provenance Earned relationships that reduce uncertainty (and get the call) Shared in smaller rooms that create real conversation Paid that buys attention you can verify, not impressions you can’t If you want to keep building trust and visibility in a ghosted web, this episode is your new playbook.

Synthetic sparks, real fires.  Gini Dietrich unpacks how bot-created boycotts inflate “consensus,” jump to real influencers, and turn into costly crises.  This episode gives you a practical, hour-one playbook: capture an authenticity snapshot, choose your lane, debunk without oxygen via a single owned explainer, and use paid/shared/earned intentionally.  She also covers the fast tells of inauthentic activity and the governance artifacts you should have queued up before anything explodes. Takeaways • Diagnose manufactured outrage in minutes—no fancy tools required • The exact comms moves to make in the first 2–24 hours • What bots can’t fake (specificity, two-way friction, cross-channel corroboration) • How to prep: thresholds, roles, templates, stakeholder briefs If you found this useful, follow the show and share it with your marketing, comms, and brand teams.

In today’s episode, we put you in the boardroom and show exactly why the current stack can’t answer the ROI question—then we install an operating system. What you’ll learn: • The ~$500B blind spot: marketing without an OS • How a PESO Model© OS creates clarity, efficiency, and revenue attribution • The cost of waiting (and what early adopters are seeing) • A Boardroom Checklist you can use this quarter

Generative AI is sliding into the “Trough of Disappointment.” The Atlantic is warning of an AI bubble. And if you’re a CMO chasing disconnected AI pilots without a plan, you could be next. In this episode, Gini Dietrich explains why PESO isn’t just a model—it’s the operating system that prevents AI from becoming another overhyped, underperforming fad. You’ll learn: Why CMOs keep getting burned by technology hype cycles The rookie mistakes killing enterprise AI strategies How PESO ties AI to real business outcomes The trust signals that matter to both humans and machine customers Before the bubble pops, make sure your AI strategy is built to last.

Ten billion dollars in pharma advertising just got a whole lot less effective. With Trump’s new memo cracking down on DTC ads—TV, social, digital, influencers, even online pharmacies—your pipeline may be at risk. In this episode of the Spin Sucks Podcast, Gini Dietrich explains why disclosure-heavy ads will crush acquisition costs, how competitors are already shifting to PESO Model® strategies, and what you can do now to protect your market share. Don’t wait until your board or investors start asking questions. The brands that move today will be taking market share by March.

For too long, marketing and communications have been judged by clicks, impressions, and vanity metrics. But those numbers don’t move a boardroom.  Executives talk about pipeline, revenue, market share, and shareholder value. If your work isn’t tied to those outcomes, you’re invisible where it matters most. In this episode of the Spin Sucks Podcast, Gini Dietrich introduces The Visibility Engineer’s Manifesto—a new operating model for comms and marketing leaders. You’ll learn how to replace outdated reporting with PESO-driven visibility that proves growth in the language executives actually care about. What you’ll hear: Why CEOs and CFOs rarely mention marketing on earnings calls How AI-powered discovery is reshaping visibility and trust The 11 principles every Visibility Engineer must follow One Day 1 action step you can take right now Download the Manifesto PDF here: https://spinsucks.com/communication/visibility-engineer-manifesto/

For decades, we’ve built personas around titles, demographics, and buyer journeys. But today, your most important persona doesn’t have a job title—it has an algorithm. In this episode, Gini Dietrich explains why AI platforms like ChatGPT, Gemini, and Perplexity are no longer just tools—they’re the gatekeepers shaping your category. You’ll learn: Why AI personas are necessary today How these platforms “think” and what they reward What CMOs and comms leaders need to do differently Four practical steps you can run in 90 days to show up in AI results How to lock in your category narrative before competitors do If you’re not influencing the machines, you’re not influencing the people.

Your reputation isn’t just what people say anymore—it’s what machines decide is true. In this episode of Spin Sucks, Gini Dietrich explains why structured trust is the new currency of reputation—and how AI tools are already encoding your brand. If your data is inconsistent, outdated, or missing, you’re invisible (or worse, misrepresented). She covers what structured trust actually means (and why it matters), how machines decide if your brand is credible, the risks of ignoring structured trust, practical steps to build a “source-of-truth” page, use schema markup, and publish citation-ready content, and how to measure if your efforts are working. If AI were asked who you are…would it get the answer right?