Over the years brands don't focus on building a connection with their audience and choose the shortcut to get the attention of people with the help of advertisements. But unfortunately, that eroded their trust with the people because advertisers don’t have a good reputation in the market and think that they have been pushed/faked by the brands to buy the product.
So who do people trust more? Obviously, their friends, family and anyone who is close enough to them.
Brands who understood this is focused on spreading their word horizontally not vertically, making a meaningful connection with their audience.