Trust, Deception, and the Game of Influence - What Celebrity Traitors Can Teach Us About Brand Reputation

Tonight, the BBC launches a new series of Celebrity Traitors -

a psychological game of trust, betrayal, and strategic storytelling. And while it’s set in a Scottish castle with cloaks and candlelight, the dynamics at play feel strikingly familiar to anyone working in comms.

Because let’s face it - our industry is built on perception, persuasion, and the careful choreography of narrative. And just like in Traitors, not everything is always as it seems.

Here are a few parallels I couldn’t ignore:

The Power of Narrative Control

In Traitors, the most successful players are those who shape the story - not just react to it. In comms, it’s the same. Whether you're managing a brand reputation or building a C-suite profile, controlling the narrative is everything. Silence is rarely neutral. If you’re not telling your story, someone else will.

Trust Is Currency

The show thrives on suspicion. But in our world, trust is the most valuable asset. Audiences, stakeholders, and media partners are constantly assessing credibility. One misstep - a tone-deaf campaign, a poorly handled crisis - and the trust bank takes a hit. Building it takes time. Losing it takes seconds.

Strategy Over Noise

The loudest players in Traitors often go out early. The smartest ones? They observe, adapt, and strike with precision. In marketing communications, it’s tempting to chase trends or flood channels. But real influence comes from strategic clarity - knowing when to speak, what to say, and who needs to hear it.

Alliances Matter

No one wins Traitors alone. Behind every successful campaign or reputation strategy is a network - agencies, internal teams, media allies, and trusted advisors. Influence is rarely a solo sport.

Authenticity Wins (Eventually)

Even in a game built on deception, authenticity has a strange way of surfacing. The same goes for brands and leaders. Audiences are savvier than ever. They can spot spin. They crave substance. And they reward those who show up consistently and truthfully.

So as the cloaks come out and the castle doors creak open tonight, I’ll be watching not just for the drama - but for the lessons. Because in the end, Celebrity Traitors isn’t just a game. It’s a mirror held up to the art of influence. Who else is watching? Who do you think will win?