i've got some thoughts around brands. I believe, one of the big parts of getting a customer is the trust factor. If you don't trust a vendor, there is no way

i've got some thoughts around brands. I believe, one of the big parts of getting a customer is the trust factor. If you don't trust a vendor, there is no way that you will fork over cash. So how do we overcome the trust factor. If we are dealing in person, the vendor talks to the potential customer face to face and builds rapport. In this scenario, a new customer is created because they have grown to trust the vendor personally. If the face the customer is talking to changes, then the trust needs to be re-established. ( eg new management or sales person ) I think a brand works the same way. Instead of growing to trust a person, you grow to trust the company/brand. The initial marketing of the brand is how the potential customer grows to trust the vendor and then after each successful purchase, the trust is reinforced. it is easy to buy a bottle of coke, because you trust that you will get what you expect at a price you expect, you trust that is what will happen. It is hard to buy a bottle of "john smiths elixir" because you dont know or trust them. john smith has to convince you about himself and the elixir before you will buy ( for the majority of cases )