In The Wizard of Oz, it was simply understood that The Great And Powerful Oz was all-knowing and capable. Everyone just trusted that. But what happened when the curtain was lifted? They discovered a short, cowardly old man working some levers and living out a power trip. So what exactly was it that made everyone trust him in the first place? In the marketing world, the answer is brand.
Getting customers to trust your brand is the ultimate holy grail of business. But the question becomes, how do you make that happen? In this issue of Thinking, we’ll take a deeper dive into the psyche of the consumer and try to figure out what it is that triggers someone’s confidence and insecurities.