Why Trust and Connection Matter More Than Marketing Visibility

In a recent LinkedIn post, Ligia Chacón Hernández discusses how trust and connection underpin effective marketing, drawing a comparison with trick rider Romane Gibert’s performance alongside her horse, Canto, at Equita Lyon 2026. Chacón Hernández presents the arena performance as a lesson in preparation and partnership, then applies those themes to the relationship between brands and their audiences. This article covers her LinkedIn perspective.

“Great marketing isn’t about putting on a show. It’s about building the trust and connection that make people want to stay.”

Trust comes before attention

Chacón Hernández argues that a polished campaign cannot, on its own, create a lasting relationship with an audience. She compares the mutual reliance between Gibert and Canto with the confidence brands must earn from customers. In her view, visibility can draw people in, but trust is what makes an ongoing connection possible.

That distinction places audience relationships ahead of campaign spectacle. As Chacón Hernández notes, “You can have the most creative campaign, but without trust, it’s difficult to build lasting relationships.” Her post suggests that marketing performance should be judged not only by whether people notice it, but by whether it gives them grounds to keep engaging.

Preparation gives creativity a foundation

The post also links risk-taking to discipline. Chacón Hernández points to the practice and preparation behind a trick riding performance, emphasizing that what looks effortless is built through timing and experience. She draws a parallel with marketing: bold creative work benefits from a clear strategy behind it.

“What looks effortless is rarely accidental.”

According to Chacón Hernández, this preparation does not diminish creativity; it helps make ambitious ideas work. Her comparison frames strategy as the groundwork that allows a brand to take risks with greater purpose, rather than relying on novelty alone.

Connection makes a message memorable

Chacón Hernández further distinguishes between attracting attention and creating meaning. An impressive performance may prompt people to stop and watch, she writes, but the connection they feel is what can make it memorable. Applied to marketing, this means giving people a reason to care, not simply competing for their attention.

“Visibility may get someone’s attention, but trust is what opens the door to meaningful relationships and opportunities.”

Her closing question invites readers to share a marketing risk that proved worthwhile. It extends the post’s central argument into a practical discussion: experimentation can matter, but relationships built on trust and connection are the lasting outcome Chacón Hernández wants marketers to pursue.