Chapter 6 of The 22 Immutable Laws of Branding

People are suspicious and therefore tend to mistrust product claims. There one claim that elevates your brand over the competition; authenticity. When you have the right credentials, customers are likely to believe anything you say about your brand.

Take Polaroid for instance. They had credentials as the original instant film, but for some reason, it tried to tackle 35mm film and failed miserably. This is attributed of course to credentials. When shopping for 35mm film, Kodak is the powerhouse, and therefore it wouldn't cross most customers minds to buy Polaroid. Had Kodak attempted to create an instant film, it too would have failed for the same reason; Polaroid is the real instant film maker.

Take a minute to watch a couple commercials and take in all the claims they make….better tasting, saves money, whitens teeth, etc. Everybody says that. Few say its the real thing.

What I learned:

Being the leader in your specific market is important. Creating that sense of leadership is so much easier with credentials. Creating a standout brand out accomplishes your leadership goals.

_gern

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