Pants on Fire. Building Trust in a Brand.
Brands are, therefore, things you must Trust. You build trust by truth. Pants on Fire. Building Trust in a Brand. To convey trust, early brands had personal names or amalgams of them. They stood for real people because you trusted real people (or you used to!) rather than ‘nameless’ companies. Hershey, Arthur Andersen, Wal-Mart, Hewlett Packard, Dell, Brad’s Drink ...