The Law of Credentials - Deepstash
The Law of Credentials

The Law of Credentials

The crucial ingredient in the success of any brand is its claim to authenticity.

There is one claim that takes precedence over every other claim, and that’s the claim to authenticity. 

When Coca-Cola launched its advertising program called “The only thing like Coca-Cola is Coca-Cola itself,” customers instantly responded. “Yes,” they agreed. “Coke is the real thing. Everything else is an imitation.” This is the brand’s credentials.

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lindtho

Media buyer

A unique look at the birth and death of brands, and what makes a great brand.

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