Brand Trust in an AI-Saturated World: The IRL Advantage

Discover how B2G brands can build credibility, stand out in a crowded market, and strengthen trust through real-world experiences that complement digital marketing.

Presenters: Leanna Yevak, Marketing Manager, OUTFRONT Media; Megan Grumbach, VP Marketing & Partnerships, RAFT

As AI-generated content and digital marketing continue to saturate the market, earning the trust of government audiences requires more than visibility. B2G marketers must find ways to differentiate their brands, demonstrate credibility, and create meaningful connections that support long-term business growth.

In this GAIN 2026 session, Leanna Yevak of OUTFRONT Media and Megan Grumbach of RAFT explore how public sector brands can combine digital campaigns with real-world experiences, out-of-home media, and purpose-driven storytelling to strengthen reputation and build trust. Through practical examples, they discuss channel selection, mission alignment, internal buy-in, and the challenges of executing bold brand campaigns. The conversation also examines how marketers can measure success through increased visibility, earned recognition, stronger customer engagement, and pipeline impact.

This course was delivered at GAIN 2026. GAIN is the premier B2G Marketing Conference, presented by GovExec

Why trust and credibility are increasingly important differentiators in B2G marketing.
How to balance bold brand positioning with authenticity, reputation, and government mission alignment.
How experiential marketing and out-of-home media can complement digital campaigns and strengthen audience connections.
How to select marketing channels and real-world engagement opportunities based on audience needs and business objectives.
How to build internal support for creative marketing investments that extend beyond traditional digital channels.
How to measure brand-building success through visibility, engagement, reputation, and pipeline impact.