Trust is the Work that Endures

The Creative Company blog graphic promoting an article on how geofencing advertising helps local businesses turn online ads into measurable in-store visits. Features agency branding and a Madison, Wisconsin marketing expert.

Laura Gallagher

President and Founder of The Creative Company

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Credibility, Consistency and Communication are the Key to a Successful 2026

In the beginning. (1989)

When I started The Creative Company more than three decades ago, there were so many things I couldn’t have anticipated. The changes in the communications space have continued, moving at a breakneck speed in recent years. We’ve worked hard to not only be current but also be on the leading edge. I push the team to innovate daily. Learners are leaders.

In 1989, I bought my first fax machine and a MacPlus. We would stand at the machine and send press releases one by one, complete with a cover sheet. The internet was brand new. Long-distance phone calls were still a cost factor; we regularly went to the post office, and there were only four network TV stations.

Today, people and brands have their own channels via Facebook, TikTok, Instagram, LinkedIn, and YouTube (4 out of 5 of us have at least one of these channels).

For brands:

83 to 89% use Facebook
78 to 86% use Instagram
53 to 62% use YouTube
26 to 32% use TikTok
90 to 98% Leverage LinkedIn

While there were more eyes on your campaigns in the ’90s and 2000s, making every creative execution count, the creative campaign ideas now are unending. The content demands are consistent and necessary.

I’ve learned that while the tools will evolve, human behavior doesn’t. People still want to be heard. They want clarity. They want to trust who they’re doing business with. Every major shift I’ve witnessed—from brands holding the authority to individuals leading the way—has reshaped how we communicate and build trust.

From television and billboards to geotargeting, SEO, and artificial intelligence, every shift has reinforced the same truth: the organizations that endure are those that remain grounded, intentional, and human.

In every season of change, the organizations that pull ahead do a few things exceptionally well. If you keep these three principles front and center, you’ll be prepared for what’s next:

Icon of a digital dashboard with pie chart, bar chart, and data rows

Listen

Listen to your audience, data, and community. They will help you create the future.

Focus

Focus on fewer initiatives but better execution. There’s a real temptation to do it all. It’s better to do a few things well than do it all poorly.

Lead

Thought leadership takes more time but it will give you a better return on your investment as you’re building trust.

And, a bonus three, just for good measure. Clarity builds trust, and in an overcrowded, noisy marketplace, it’s more important than ever. Be consistent. The consumer is fickle and bored most of the time. You need to be steady in the storm. And lastly, be credible. Show, don’t tell. Be the kind of brand people want to align themselves with. Show up for your community, your employees, and your customers in the ways that matter most.

Communicate
Clearly.

Be Consistent.

Be Credible.

Trust has never been more valuable.

The future will belong to organizations that communicate clearly, act with intention, and earn trust over time. Thank you for allowing us to be part of that work. We’re excited for the conversations, ideas, and impact that lie ahead and for continuing to help you navigate what’s next with clarity and confidence.

To explore how The Creative Company can help you achieve your goals with our cross-functional and strategic team, please write or call. We’re here for you.

Happy New Year! Let’s make it a banner year in every way!

The Creative Company team, August 2025, standing on the porch in front of their office on West Washington Avenue in downtown Madison, Wisconsin.

Laura Gallagher

Laura Gallagher is the President of The Creative Company. She is the 2019 SBA Women in Business Champion of the Year, a 2021 Governor’s Business Plan Competition winner, and recognized by the State of Wisconsin and the Governor as a Trailblazer, Laura is a nationally recognized entrepreneur and advocate for women in leadership.

She is the author of the soon to be released book, "A Legacy Built - The Story Behind Gorman & Company," Home Again, A Restoration Story and #180in120 Recharge Your Business in 120 Days, and a contributing author to Making a Difference.