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Best Story WinsWelcome to Best Story Wins, a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Fivea B2B marketing agency that specializes in brand and content marketing for SaaS companieseach episode... Author: Column Five Language: en Genres: Business, Entrepreneurship, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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Why Nobody Trusts a Brand They Just Met with Amit Singh
Episode 127
Thursday, 4 June, 2026
You're being outshouted. The average person now absorbs 5,000+ messages a day and reaches for their phone 205 times — and the industry's big answer was to staple "AI-powered" onto the homepage and call it a repositioning. That's not building a brand. It's a withdrawal from the one account you can't overdraw.Amit Singh has spent three decades building brands at Adobe, American Express, Starbucks, and Nintendo — long enough to watch "dot-com" go from billboard flex to embarrassing relic, and he's convinced AI is headed the exact same way. His argument: the companies sprinting to rebrand as AI companies are mortgaging years of earned trust, while the question that actually decides whether you survive — why should you exist? — goes unanswered in most boardrooms. He maps where AI earns its seat at the table, where it quietly wrecks your creative without anyone noticing, and why the people declaring storytelling dead are reading the wrong scoreboard.We also cover:A Meta study found AI-generated copy matches or beats humans on sub-$100 products — and consistently *loses* on anything pricier, where emotion does the selling. Most teams are pointing it at exactly the wrong work.Nintendo doesn't make video games. It makes smiles. Why your reason to exist is the North Star you build against — and the one thing you'll never put in an ad.88% of marketers have adopted AI. Adoption was never trust — and Amit thinks the gap between the two is where the real risk is hiding.Long-form is quietly back: why a five-minute Adidas film outperforms your six-second TikTok precisely *because* attention has never been scarcer.
