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The law of credentials from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The term "The law of credentials" refers to the importance of establishing credentials for a brand in the minds of consumers. In today's competitive marketplace, consumers are bombarded with numerous options and brands vying for their attention. In order to stand out and be chosen by consumers, a brand must have the necessary credentials to instill trust and confidence. Credentials can take many forms, such as expertise, experience, awards, endorsements, or certifications. These credentials serve as a form of social proof, demonstrating to consumers that the brand is reputable, reliable, and trustworthy. When a brand is able to establish strong credentials, it becomes more attractive to consumers who are looking for assura...
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