A Philosophy of Brand And Trust

It’s all about the brand

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It’s all about the brand

Brands are funny things. We often think about them as being highly commercial artifices: brands are things like Apple, Microsoft, IBM, Amazon — large companies, with marketing budgets, communication plans, and so on. And, for sure, those are indeed all brands!

But every company — no matter how large or small — has its own brand. And, in fact, people have their own personal brands. If we go to the , a personal brand is ‘the amalgamation of the associations, beliefs, feelings, attitudes, and expectations that people collectively hold about you’.

So, branding: love it or hate it (and you really might hate it!), it’s everywhere. Everything has a brand.

How we market that brand then becomes obviously important.

Trust in your brand

Now trust is no longer a soft value in marketing — it’s the new currency of business. In the age of AI and automation, where interactions with customers and other interpersonal interactions are filtered through algorithms and bots, the question brands face isn’t simply “How can we reach more people?” but “Why should people believe in us?” I think that’s a pressing question —…