The Elements of Trust
Brands exist to meet the needs, desires, opportunities, and vulnerabilities that exist in the world, the fulfillment of which results in human gratification. However, the habitat that brands and businesses exist in is visibly and rapidly transforming. The strategy of navigating the market turf is not easy even in normal circumstances, and when the environment is unstructured and ambiguous, brands often struggle to come to grips with a unifying strategy. The need for a universal approach, which provides options for the diverse stages of a brand’s lifecycle, situations ranging from combative markets to crises, one that works just as well for startups and mature organizations, is perhaps a greater imperative than any other intellectual input needed by the world of brands today. However, to work universally, such a universal ‘String Theory’ of brand strategy must be founded in the elemental ingredients of the brand so that it can address the diverse range of circumstances that