Who do you trust? This week, we’re talking about what inspires brand confidence, loyalty and purchases.

You’ve probably seen the UL insignia on products, and you know it’s a sign of quality. But do you really know what UL does? CMO Kathy Seegebrecht recently sat down to share the story behind the “World Runs on Trust” campaign, and how it is helping the brand engage audiences across 12 diverse vertical markets.

Influencers are inspiring trust across all sectors. When strategic thought leaders like Clorox CMO Eric Reynolds describe influencer marketing as a sea change, you know the tactic has arrived. In this special report, we take a closer look at how Fabletics and Teleflora are embracing influencer marketing with spectacular results. And, we offer actionable tips on how to build your own influencer army.

Taylor Swift is in an influencer category all of her own, and she’s in overdrive for Pride. The pop star inspired a cascade of donations to GLADD with her new single “You Need to Calm Down.” And of course, they were all in denominations of $13, her favorite number.

Wells Fargo is stepping out of its B2B comfort zone to create engagement with everyone from high tech entrepreneurs to Boston sports fans celebrating winning streaks. Head of integrated marketing Michael Lacorazza tells the “wicked awesome” tale of their marketing strategy.

Speaking of winning sports teams, congratulations to the Toronto Raptors for their NBA championship. Their strategy of using data and emotional intelligence to spur the team to victory offers a lot of lessons marketers should take to their court.

And in case you haven’t gotten away from your desk recently, look out your window. Summertime has finally arrived. As part of an ongoing mission to get people into the great outdoors, L.L.Bean Backyard Campsites are popping up in major cities across the country and Uber is offering coupons to help get people to the events.

Whether you’re outside or enjoying the AC, have a fabulous weekend! We’ll see you next week.

Patty Odell

Senior Editor - Chief Marketer