Who is this trusted brand you're talking about? I think companies need to decide what their core business is and if it's something where their business is embed

Who is this trusted brand you're talking about? I think companies need to decide what their core business is and if it's something where their business is embedded in the technology in some way they have to realize they're an IT company even if they don't think they are. It's difficult for a company using a product or outsourcing their core processes to differentiate themselves in the market.