New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization

5. Build Brand Trust

Trust yourself

Trust yourself to know the way that will prove true in the end

Trust yourself

Trust yourself to find the path where there is no if and when

Don’t trust me to show you the truth

When the truth may only be ashes and dust

If you want somebody you can trust, trust yourself

—Bob Dylan¹

Trust in a World of Distrust and Mistrust

Bob Dylan has a knack for seeing the future. Today, consumers prefer to trust themselves, check with peers, or go to rating and ranking sites for information they can trust. It used to be that you could “trust your car to the man who wears the star,”² as Texaco used to describe its brand. Or, “You can be sure if it’s Westinghouse.”³ Or, “If it’s Borden’s it’s got to be good.”⁴ Or, “The Watch ...