5. Build Brand Trust
Trust yourself to know the way that will prove true in the end
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
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 ...