Here are four common causes for mistrust -- and what you can do to avoid them:

Brands looking to reach consumers during cultural moments, such as live broadcasts of major sporting events, must be thinking beyond the big screen in the room if they want their media buys to move the needle.

If you aren't careful, the sales gains you achieve during back-to-school shopping can come at the expense of diminished revenues over the long-term.

What, then, should brands be doing in order to maximize their appeal to Hispanic consumers?

Brand safety -- avoiding ads placed alongside inappropriate content -- is one of the advertising industry's most pressing issues.

Prime Day success comes as a result of tapping customer data for targeted engagements and establishing relationships that extend beyond a sale.

The idea of "Modern Americana" recognizes the value of traditions both old and new, and acknowledges the diversity of experiences that exist today.

Herein lies the challenge of any good brand name - for it to be truly valuable, it needs to become ubiquitous.

If someone has all four of these attributes, the chances are that they'd make a marvelous marketer.

At the beginning of July, Colgate-Palmolive announced plans to acquire a minority stake in eye contacts startup Hubble. This is just the latest example of how established CPG companies are taking major steps to compete with disruptive startups.