Understanding the Four Pillars of a Brand
Trust is the underlying substrate of every decision we take, so much so that it is evident in everything we do. The more difficult the choice, the more it is pinned on the essential intangible of trust. Let’s take relationships, politics, and commerce. Though the three streams may seem distinct and discrete, the trust (or lack of it) in one, can impact the others, either positively or negatively, depending on the disposition of the person making the trust decision. Contrary to what may seem, and a little counter-intuitively, most trust relationships depend more on our own behavior rather than that of the environment. A brand (or a person) may be able to alter or adapt to a few behaviors of trust temporarily, but the innate 'behavior tendency', the natural conduct of the brand, becomes an overwhelming factor in the results of its interactions with the world. For a brand to build permanent trust relationships, therefore, behavior changes must be or become natural to i...