The Maven Method
Why Brands Must Earn Influence, Not Buy It
Saturday 5th April 2025
Social media has become one of the most competitive spaces for brands to exist in. With algorithms, ads, and influencers all fighting for user attention, it's tempting for companies to spend big just to be seen. But visibility doesn't always equal influence - and influence, it turns out, is something that can’t be bought outright. That's where the idea of the maven comes in:
Why Being a Maven Matters
A maven is more than a content creator or brand voice, they're someone people genuinely trust. They're informed, curious, and motivated by sharing knowledge, not by sales. In marketing terms, mavens don’t just promote; they guide. And that guidance is what builds long-term loyalty.
True marketing effectiveness comes not just from reach, but from the ability to leverage trust and relevance. It’s not about paying someone with a million followers to post about your product, it’s about showing up in ways that actually matter to your audience.
The Problem With Paid Attention
The traditional model of throwing money at influencers can work, for impressions. But impressions aren't influence. Audiences are increasingly sceptical of overtly sponsored content, especially when it's disconnected from the creator's usual voice or community. It reads as inauthentic, and worse, irrelevant.
Even well-connected individuals may participate more in campaigns, but that doesn't always translate into meaningful impact. In other words, having a large platform doesn't mean people are listening, at least not in a way that leads to action.
How Brands Can Act Like Mavens
There’s a shift happening. The brands cutting through the noise aren’t shouting louder, they’re speaking more thoughtfully. Here's what they’re doing differently:
They inform instead of sell. Brands that act as information sources, rather than just promoters, are more likely to grow engaged followers and have their content shared.
They engage in real dialogue. Two-way conversations outperform one-sided messaging. When brands interact, listen, and reply, they begin to resemble a trusted community member, not just a company.
They collaborate meaningfully. Micro-influencers and loyal customers often have more impact than big-name accounts. When someone already aligned with your values advocates for your brand, it doesn’t just seem more believable - it is.
They stay consistent. Consistency in tone, purpose, and values helps audiences understand who the brand is, and why they should care.
Jancis Robinson - Wine Maven
Jancis Robinson (cover photo) is a wine writer from the UK who’s become one of the most trusted names in the industry. She’s written extensively about wine for decades and has earned global respect for her knowledge and honest voice.
Why she’s a maven:
She knows her stuff. Jancis doesn’t just talk about wine—she explains it. Her work helps people understand the nuances without dumbing anything down. From casual drinkers to professionals, people turn to her when they want clear, reliable advice.
She connects with her audience. One thing that stands out is how accessible she is. Even though she’s a leading expert, she’s open to discussion and often interacts with readers and wine lovers directly on her site.
She’s earned serious credibility. Jancis was the first person outside the wine trade to become a Master of Wine, which is a huge deal. She also advised the late Queen Elizabeth II’s wine cellar, so yeah, she’s got credentials.
She’s built a community. Her website isn’t just a blog. It’s a place where people learn, share opinions, and explore wine together. There are guides, reviews, and a real sense of ongoing conversation.
Her influence isn’t about selling. Jancis doesn’t push products. She’s not trying to be trendy. What she does is offer knowledge in a way that makes people feel more confident and curious. That’s exactly what makes someone a maven: being a trusted, go-to source because they genuinely want to help.
A Personal Note
A former classmate of mine launched a local brand with almost no budget. Instead of chasing traditional advertising, she posted weekly advice about sustainability in everyday products. Her followers didn’t just grow, they started tagging her, sharing tips of their own, and building a real community. She wasn’t selling a product; she was creating a space for shared learning. That’s the power of the maven method.
Final Thought
Influence can’t be bought in bulk or outsourced to whoever has the biggest following. It’s earned over time, through relevance, consistency, and trust. The brands that understand this are moving from campaigns to conversations, from reach to relationships.
If your brand wants to stand out, stop aiming to be seen. Start working to be trusted.
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