smith+co on
customer experience
Shaun Smith
  • By Shaun Smith
  • Aug 10 2009

Brands, Trust, Choice - from one-way to two-way street

Brands have always been about trust and choice. Brand versus non-brand or rival brand propositions have always come down to “You (consumer) know me (product). You want to know what you are buying. You know you like me. So you buy certainty,” versus “You (consumer) don’t know me (unbranded or different branded product). You don’t like uncertainty, so you don’t buy me- unless I make it so affordable it is worth your risk.”