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From Attention to Trust: Building brands in a sceptical world

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What to expect

Learn how to turn digital attention into lasting brand trust at this breakfast panel for marketing leaders, digital professionals and business owners in Leeds.

Taking place on 21 September 2026, from 8:30am to 10:00am, this in-person event at Genio, Department, 4 The Blvd, Leeds, LS10 1PZ examines why attention may be easy to capture online while trust remains difficult to earn. Through expert talks, practical experiences and an interactive Q&A, the panel will explore how organisations can move beyond clicks and short-term promotion to build credible customer relationships that support long-term growth.

What you’ll learn

The discussion will cover:

  • Why brand trust should be treated as a business strategy, not simply a marketing objective
  • How every digital interaction influences brand perception, and how organisations can respond to misinformation
  • The connection between trust and business growth, including approaches to measuring impact
  • A decision-making framework for choosing between agentic tools and the human touch
  • Where AI can improve customer journeys without replacing valuable human engagement and judgement

Meet the panel

Tate Gibson, VP Marketing at Genio, will share an evidence-led approach to trust: supporting claims with demonstrable outcomes and prioritising relationships over transactional marketing. She is also exploring where businesses should draw the line between AI tools and human judgement.

Scott Ward, Head of Marketing at Magnet Kitchens, brings experience spanning brand, performance and customer experience, including previous senior roles at Center Parcs and Best Western. His work at Magnet includes helping the company move from a heavily promotion-led model towards a more consistent, brand-led experience.

Amanda Parkinson, former Marketing Director at Gleeson Homes, brings cross-sector experience, including 15 years in the built environment. She will contribute perspectives on substantiating brand promises, avoiding overstated marketing claims, and the role of PR, communications and public policy.

Format and audience…

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A panel on the main stage

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