Viral today, forgotten tomorrow: building a trusted brand goes beyond trend jacking

In a commentary on today’s fast-moving marketing landscape, Professor Gemma Calvert from the Nanyang Business School warns that brands are increasingly trapped in what she terms the “Moment Economy” – an environment driven by viral spikes, short-lived trends and the constant chase for attention. While such tactics generate visibility, they rarely build lasting trust.

She points to the proliferation of food and lifestyle crazes on social media as examples of how brands engineer short bursts of excitement. Marketing budgets have shifted accordingly, with more resources channelled into paid social and search campaigns designed for immediate returns. However, longstanding industry research shows that over-reliance on short-term activation undermines sustained brand preference and long-term growth.

Psychologically, novelty works because the human brain is wired to notice change. Yet attention does not translate into loyalty. Surveys across Asia-Pacific indicate that consumers are prepared to abandon brands they do not trust, even if alternatives cost more or are less convenient. When decisions involve money, safety or daily routines, reliability outweighs spectacle.

The stakes are particularly high in sectors such as financial services, where rising scam cases have heightened concerns over digital security. In such contexts, dependability is not a slogan but a daily operational test. Trust, once shaken, requires sustained accountability and consistent performance to restore.

In the piece written together with Gita De Beer, chair of The Marketing Society Singapore and global director of strategic initiatives at Heineken, they showed that enduring brands focus on recognisability, coherence and reliable execution. Their identity remains consistent across touchpoints, their actions reinforce a clear promise over time and their delivery matches their messaging. Loyalty emerges from accumulated experience, not isolated campaigns.

The argument is extended to Singapore itself, as the nation is a brand built over decades on reliability, trustworthiness and safety. Its standing as a global financial hub and well-governed city is the result of consistent standards rather than viral visibility. While innovation remains necessary, they argued that Singapore must reinforce – not dilute – the core attributes that underpin long-term credibility. Moments may capture attention, but memory and trust sustain reputation.