The Art of Authenticity: Build Trust in Your Brand With Emmy-nominated Creative Force Dewey Taylor
Recent studies show that authenticity is critical for today’s consumer. 90% of customers report that authenticity is important when deciding which brands to buy, and Millennials and Gen Z are gravitating toward businesses that seem “real and organic.” Through vulnerability, strategic storytelling and tactics that welcome the audience into the production process, brands can use marketing to build invaluable trust and loyalty and stand out in a saturated market.
We went to the expert to learn more about intersections of authenticity and the art of marketing. Dewey Taylor , the Emmy-nominated Creative Director at The Loudr Agency , offers unique insights into how to cultivate trust and ultimately convert your audience into disciples of your brand.
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Thank you for your time today, Dewey. Can you start by telling me about your approach to uncovering a brand’s unique story and translating it into a creative campaign?
A mentor once told me, “Your brand isn’t what you say it is; it’s what others say it is.” That perspective has guided my approach to branding. Think of branding like searing a fire brand onto a surface—it’s not the stick itself that matters most, but the lasting impression it leaves. Similarly, a brand is the experience and perception imprinted on each consumer. That’s why cohesion and clear messaging are critical. Integrated campaigns ensure that, when asked about your brand, people share a consistent perception.
That being said, creating effective campaigns starts with defining who you are—and who you’re not. Your initiatives should align with clearly defined core values, principles and mission. For example, The Honest Company’s mission is to create safe, effective products for families. That’s the kind of clarity that should resonate throughout all of your marketing efforts.
Ultimately, understanding how your campaign ties back to your broader mission and what your goals are ensures your efforts authentically align with your brand’s identity and objectives. Success also depends on flexibility—using data to refine what works and learning from what doesn’t.
So, what role does creativity specifically play in crafting marketing campaigns that feel genuine?
It’s not just about being creative in general but how you use creativity to solve complex business problems. When crafting campaigns, start by deeply understanding your audience. For example, if you're targeting stay-at-home moms with a brand aimed at empowering them, focus on an authentic message like “We’re here to help you be the best mom you can be.” This approach resonates because it aligns with their values and demonstrates that you understand their pain points and offer effective solutions. When you solve a person’s problems, you win them as a customer.
Also, understand that the process involves experimentation—being okay with trial and error. Mistakes aren’t failures; they’re data points. Effective campaigns come from co-creating with your audience, using data to refine what works. This collaborative approach ensures your messaging is authentic and impactful. When you include people in the process and let their voices be heard, it shows that you understand them. They feel like they're a part of something and that's where brand loyalty is developed.
"Mistakes aren't failures; they're data points."
What does “authentic marketing” mean in 2025? And why is it essential for building trust with today's audiences?
Today’s audience is so much savvier than they used to be. Previous generations didn’t understand the process of marketing and creation. They were accustomed to being shown the shiny final product, and that led to automatic buy-in. Now, we live in a world where Gen Zers have the same tools that the marketing agencies do. They know how Photoshop works and they know how to edit something on their phone. So they see behind the curtain, right? It’s about including them in the process and inviting them into the space.
Can you speak a little bit about storytelling? What role does it play in fostering trust and engagement?
It’s huge—and it ties directly to how our brains work. Neuroscience shows that we store memories as stories that are shaped by our personal experiences. Think about how two people can witness the same event but recall it very differently. That’s because we process and remember through narratives, not raw data.
Stories resonate because they connect emotionally. For example, my brother’s storytelling often evolves with little embellishments to make it more engaging—he reacts to how people respond, and builds on the lore. This illustrates how we naturally craft stories to be immersive and memorable, even rewriting our own narratives in life to align with how we perceive ourselves.
A great story makes people feel something, relate to it and want to engage. That’s why understanding the behavioral science behind storytelling—how people process and store information—is critical for crafting authentic, effective campaigns. Some ads leave lasting impressions and even win awards because they resonate deeply, while others fall flat because they fail to connect or feel inauthentic. Effective storytelling is about understanding human psychology and delivering messages that truly align with how people think and feel.
What opportunities do you see for brands that want to prioritize trust in their marketing strategy?
It comes down to soul-searching and vulnerability—trust can't be built without it. I recommend Brene Brown's “Call to Courage” talk on authenticity and the courage to be real. It's great for brands wanting to build trust and elevate themselves. Brands are built by people, and doing business with others means being authentic and open to feedback. Take Victoria's Secret, for example—recently, they’ve embraced criticism for how they did things in the past, made changes and are being celebrated because of it. Vulnerability, openness and a willingness to change are key. Success comes from being uncomfortable and authentic.
At The Loudr Agency, we believe in the human element behind business—In a world of AI, it’s still the people who make the decisions. If brands want to thrive, they need to be vulnerable and open to change, because what worked in 1990 won’t work in 2025.
Vulnerability is such a powerful entry point. You also touched on inclusivity earlier, can you expand on that?
Absolutely, I’m talking about speaking directly to people in a way they can relate to. Much of marketing in the past portrayed one body type and one or two different races, all photoshopped to perfection and packaged as being aspirational. That’s what people were told for so long and then it totally flip-flopped. People are now seeing inclusion in spaces like Rihanna’s Savage X Fenty lingerie line, and they’re saying, “that's what I want to be a part of.” Now, we’re seeing imagery that represents the aspirations of the consumer themselves. It’s totally different from the space we used to be in, where people were being told what they should be, versus a brand understanding who they want to be.
So that’s a key part of authentic marketing: showing a new level of reality. Do we still want stunning photography and high-end, beautiful things? Yes. But we’re now retouching with an eye for reality, and most importantly, we’re letting the audience behind the curtain to see how all of this is being made, saying “you are welcome here, and welcome through the entire process.”
What inspires your passion for creating authentic campaigns?
Inspiration, for me, is less about external triggers and more about being in a state of openness and creativity. It’s not about forcing motivation but allowing ideas to flow naturally by tapping into a higher energy frequency. Inspiration is a mindset—it’s possible to see opportunities everywhere when you’re flexible in how you perceive the world.
I collect “buckets” of ideas. When something catches my attention, I ask why, evaluate the idea and then add it to a project management software linked to the cloud, so I can access it anywhere, anytime. Over time, these ideas evolve and connect. For example, a campaign I developed recently stemmed from a concept I first imagined as a teenager, adding to it over the years until it fit a client perfectly. Living in the energy of inspiration means staying curious, adaptable and receptive to all inputs, even challenges. It’s about allowing life to inspire you constantly, rather than waiting for the “right” moment or setting.
I think I first heard Oprah say it: “There's no such thing as luck. Just preparation meeting the moment of opportunity.” Stay inspired and keep preparing—it's about consistently investing in different ideas, even if you don’t know when they’ll pay off.
What does it mean to be values-driven in today’s competitive landscape?
The days of resting on your brand's reputation are over. If you claim to do things differently, explain exactly how and demonstrate it through actions every day. I mentioned the Honest Company earlier, so take them as an example. They don’t just talk about their values—they live them with programs like paid volunteer opportunities and initiatives that prove their commitment.
This approach leads to brand discipleship. You’re not just aiming for repeat customers; you want loyal advocates who believe in your mission. These are the people who pay more, refer friends and passionately champion your brand.
But to achieve this, you have to stand for something clear and meaningful. If your message lacks depth, you'll continually pour money into fleeting impressions. Real impact comes when customers connect with your values and trust your ability to deliver. When that happens, they’ll not only return—they’ll bring others with them.
Looking future-forward, what kind of trends or innovations will shape the way that brands are approaching creativity and trust?
Doing things that are not traditional is going to be the new trend. For instance, luxury brands doing way more out-of-the-box stuff or including talent that they wouldn’t have in the past. Grabbing people's attention or being more edgy in ways that they traditionally haven’t been—that is absolutely what's going to work in the future. We have a different generation with different expectations, and as they become the primary consumer, they want to see things that they haven't seen before.
Brands that are brave will not only stand out, but create the future.
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Thank you to Loudr Creative Director Dewey Taylor for his expert guidance on authenticity in creative campaigns. Dewey was recently nominated for a regional Emmy for the “Make You Dance” commercial campaign on behalf of Fink’s Jewelers—and we can’t wait to see what he creates next.
Loudr serves clients with a full suite of creative marketing services, with clients ranging from luxury jewelry brands to food and beverage clients and innovative start-ups. Brands looking to grow, optimize their marketing and amplify their voices can learn more about Dewey Taylor and Loudr’s full suite of services here.
