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- Brand credibility killers— 5 things guaranteed to set off my BS detector - All great brands share three traits : Relevance, Credibility and Differentiation. It's like a three-legged stool of success. Today we're going to focus on the credibility leg. Many successful businesses are built around commodities or me-too products, with basically no differentiation. And you can build a trendy business on short-term relevance and one-time transactions. But you can't build a brand that way. By definition, Brands require loyalty. And without some degree of credibility, you'll never establish a loyal following. So you can't build a brand without credibility. And once you've established credibility in your niche, you have to work really hard to maintain it. Because a lot of little things can whittle away at that leg of the stool, until… ... Continue Reading
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