6 THE LAW OF CREDENTIALS
The crucial ingredient in the success of any brand is its claim to authenticity.
Customers are suspicious. They tend to disbelieve most product claims. Your brand might last longer, require less maintenance, and be easier to use, but who will accept claims like these?
There is one claim, however, that should take precedence over every other claim. It’s the one claim that elevates the brand above the competition. And makes every other claim much more believable.
It’s the real thing. It’s the claim to authenticity.
When Coca-Cola first made this claim customers instantly responded. “Yes,” they agreed. “Coke is the real thing. Everything else is an imitation.”
Even though the last “real thing” advertising ran almost thirty ...
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