Your brand’s credibility formula

Your brand’s credibility can be measured mathematically, by a simple equation:

C = 100%/a

where C is credibility, and a is the number of attributes that define your brand, such as low price, selection, service, unique functionality, high quality, and so on. Make yourself a list.

Thus, Volvo, who is all about safety has street cred = 100%. L’Oreal, all about high quality, 100%. Sears, which is about selection and price and appliances and tools and history = 100%/5, thus 20% believable.

There’s a local car dealer on tv in your (or any given) market who claims to be about selection, price, service, dependability, convenient hours and location, cash back, free coffee, monster tent events, and a maniacal toothy grin. He’ll give you ten reasons why you should visit, and the cred % shrinks with every message.

Can you discipline your brand to about one important attribute?

Comments 1

  1. Well put; I think car dealership messaging is quiet overused and its almost expected to have those attributes hence the lack of credibility. You almost love to go just for the carnival-like show. (One near me had a live singer!) I think the messaging fits the audience. You won’t find many higher paid intellectuals at a tent event, but driving out the lot in a Volvo.

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