Groundswell Origins

21/04/2026

Brand Coherence - by | DM to work directly with me on designing your growth strategy with a remarkable brand that is coherent with your vision.

26/02/2026

As the founder of Groundswell Origins™, I've always believed that true brand power starts with coherence—a unified, authentic identity that resonates deeply and consistently across every touchpoint. In today's landscape, that coherence isn't just nice to have; it's the foundation of trust, which has become one of the highest-ROI investments a brand can make.

The 2025 Edelman Trust Barometer Special Report on Brand Trust (surveying 15,000+ respondents globally) drives this home: Brands have stepped in to fill the massive trust void left by stagnant institutions like government (54%), media (55%), NGOs (60%), and even business overall (65%). People now trust the brands they actually use at 80% when it comes to doing what's right—edging out even their own employer (79%).
This isn't abstract. As AI deepens mistrust and skepticism everywhere, trust is emerging as the ultimate differentiator. Brands that build genuine, unshakable trust now—through coherent actions, messaging, and experiences—will be the hardest to displace in the years ahead. The ones that waver or fragment will fade.
LinkedIn's 2025 B2B Marketing Benchmark echoes this: The brands pulling ahead are those that prioritize clarity, consistency, and human-centered storytelling. These aren't buzzwords—they're the building blocks of brand coherence that turn fleeting attention into lasting loyalty and exponential growth.

At Groundswell Origins™, we help founders and leaders craft brands that are sustainable, scalable, and deeply impactful precisely because we focus on this coherence from the origin point. We align vision, voice, values, and ex*****on so trust compounds naturally.

If you're ready to build (or rebuild) a brand where trust drives real ROI, join me in the Groundswell Inner-Circle Plus.

We meet weekly to dive into practical strategies for navigating this trust era—real talk, frameworks, and community support to make your brand unstoppable.

Come build with us: https://groundswell.mn.co

Let's turn coherence into your competitive moat. 🚀

CREATE A BRAND THAT MAKES WAVES! We creatives, founders, and marketers are constantly moving and reacting to the changing game of doing business in this world. There's a lot on our plate. What we don't have though is a place we can truly count on to help us weather the ebbs and flows of the changing...

23/11/2025

Read about “Titan of Transformation” in WaveLengths 🏄🏼‍♂️ https://www.linkedin.com/pulse/titan-transformation-scott-a-martin?utm_source=share&utm_medium=member_ios&utm_campaign=share_via

08/10/2025

Save a Tree.. .grab a copy of Groundswell on Kindle.

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.

07/10/2025

ripcurrents 05 | The Future of Marketing & Community
https://www.youtube.com/live/N6_cwlrJ33I?si=eR40-XwtbqW7Iim_
Paddle in. Weekly show LIVE http://ripcurrents.tv | Host Scott A. Martin and co-host Julie Boake talking about current events, trends and the future of attention, creativity and growth in Branding & Marketing.

See you Fridays at 12:00pm MST here on LinkedIn.

Topics covered:
Content Entrepreneur Expo, AI in marketing, branding, community building, rebranding, authenticity, fan engagement, marketing strategies, leadership in branding, Cracker Barrel

Takeaways

The Content Entrepreneur Expo provided valuable insights for content creators.
Community and connection are essential for business growth.
AI is reshaping marketing but cannot replace authentic communication.
Authenticity in branding is crucial for building trust with audiences.
Fans and clients are different; true fans are loyal regardless of brand changes.
Rebranding can be risky and costly, as seen with Cracker Barrel.
Leadership plays a vital role in successful branding decisions.
The backlash against rebranding can stem from a lack of understanding of the audience.
Brands must balance modernity with heritage to maintain customer loyalty.
The future of marketing will require deeper connections with audiences.

Summary

In this episode, Scott A. Martin and Julie Boake discuss their experiences at the Content Entrepreneur Expo, emphasizing the importance of community, connection, and authenticity in marketing.

They explore the impact of AI on business, the distinction between fans and clients, and the complexities of rebranding, using Cracker Barrel as a case study.

The conversation highlights the need for strong leadership in branding decisions and the potential costs associated with rebranding efforts. They conclude with thoughts on future trends in marketing and the significance of maintaining genuine connections with audiences.

Titles

Navigating the Future of Marketing
The Power of Community in Business

Sound bites

"You can't buy personality."
"Our BS meters are getting stronger."
"Rebranding can be risky and costly."

Chapters

00:00 Introduction and Weekly Highlights
02:55 Insights from the Content Entrepreneur Expo
06:05 The Importance of Community and Connection
09:07 AI's Impact on Business and Marketing
11:47 Authenticity in Branding and Marketing
14:47 The Role of Fans vs. Clients
17:44 Rebranding: Case Study of Cracker Barrel
20:51 The Cost of Rebranding and Leadership Decisions
23:40 Final Thoughts and Future Trends

Show Links
http://Ripcurrents.live
http://Ripcurrents.io

Host: Scott A. Martin / http://ScottMartin.org
/ scottadammartin
/ scottmartin_org

Co Host: Julie Boake
/ julieboake

Join the community of Founders & Brand Strategists
https://Groundswell.mn.co

The Groundswell Podcast
https://GroundswellPodcast.com

Wavelengths Weekly
http://WaveLengthsWeekly.com

Groundswell: Unseen Wave of Business Growth
https://GroundswellFreeChapter.com

Groundswell Origins
http://Groundswellorigins.com

Unlock the hidden potential within your business with Groundswell Origins. Scott A. Martin is a brand and marketing strategist, entrepreneur, author, and host of Groundswell Origins Podcast.

05/10/2025

Ripcurrents Episode 04: Creativity Hacks

ripcurrents with Scott A. Martin & Julie Boake SummaryIn this episode, Scott A. Martin and Julie Boake explore the intersection of creativity, music, and des...

20/08/2025

Throwback to our sponsorship / support of Val Lopez in the Aloha Classic on the North Shore Maui at Hookipa beach Park! Looking forward to more collaborations!

19/08/2025

ripcurrents | episode 03 Solo Episode with Scott A. Martin delves into the transformative shift from an age of attention to an era of trust. Drawing on insights from his upcoming book, Scott explores how the digital landscape is evolving, emphasizing authenticity and community over mere visibility. Discover how brands and individuals can navigate this new paradigm by fostering genuine connections and building circles of trust. Tune in to explore the future of marketing and personal branding in a world where trust is the new currency.

"The Shift from Attention to Trust" | http://ripcurrents.tvIn this thought-provoking episode of RipCurrents, host Scott A. Martin delves into the transform...