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Building a brand is building a “trust fund.�
Much has been written of late about growing disenchantment and loss of trust in public and corporate institutions. Francis Fukiyama’s brilliant book, entitled Trust, explains that trust is a kind of capital.
Like other forms of capital — money, health, or education, among others — the presence of trust offers strategic advantages. If you are trusted, you wield a significant competitive advantage. It’s probably not an overstatement to posit that you wield the competitive advantage.
When it comes to branding, nothing matters more than trust. The simplest definition of the word “brand� is: promise. A brand is a promise. A promise where trust is lacking is worth little or nothing.
The first thing you must know about branding is the first thing you must know about a person: trust matters.
Posted on April 3, 2006 06:35 PM | Permalink
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