Law #6 – The Law of Credentials – The crucial ingredient in the success of any brand is its claim to authenticity.

“Trust is the most important aspect of marketing and branding.” said the teacher.

“Yes, I remember.” replied the student. “It is part of customer relationships.”

“And it is also part of the marketing/branding relationships.”

“How so?”

“When a product is marketed as being #1 in its category, it needs to have the credentials to back up that claim. Coca-Cola says it is the real thing. It has the credentials, it has been marketing this claim since 1942. Time has established this credential and it remains true in the minds of Coke's customers.” pg. 48

“Are claims just facts?”

“They are facts, perceptions, and behaviors. For example, Polaroid had the credentials for instant photography but not for 35mm film. Kodak was 35mm film” pg. 50

“How does a brand establish credentials?”

“Ideally, be the leader in your category. Also define a word that stays in the minds of your customers. It is about facts, perceptions, and behaviors.”