3 Keys the credibility Contrary to popular belief brand loyalty is alive and well. The existence of brand loyalty however depends on the value the brand delivers and the consumer’s perception of that value. This in turn is impacted significantly by trust and the credibility of the brand. Impacting significantly on trust and the credibility […]

3 Keys the credibility Contrary to popular belief brand loyalty is alive and well. The existence of brand loyalty however depends on the value the brand delivers and the consumer’s perception of that value. This in turn is impacted significantly by trust and the credibility of the brand. Impacting significantly on trust and the credibility of a brand is the authenticity of that brand and the voices that speak on its behalf. This in turn is greatly impacted by the language used on behalf of a brand. Damaging authenticity and credibility in my view are: Hyperbole Platitudes Weasel words Do you see a brand as credible when its voices suggest that it is: The biggest? The best? The greatest? I don’t believe such statements and I would argue that in addition to lacking relevance such language damages the brands credibility. Promising less and delivering more on the other hand enhances…