For brands, credibility is becoming harder to secure and easier to lose. Audiences are more selective about the messages they engage with, the voices they believe and the environments they trust.

What builds credibility for an individual leader may not work for a brand. What resonates with one audience or in one media environment may fall flat in another. As audiences become more discerning, brands need to understand not only what they say, but who says it, where they say it and why it matters.

Join us for Media Matters at the FT, as we explore a central question: How can brands cut through the sea of sameness while building genuine trust and credibility with audiences that are increasingly difficult to reach and engage.