6. The Law of Credentials
The crucial ingredient in the success of any brand is its claim to
authenticity. Coke is the real thing in the minds of many, even though the
last "real thing" advertisement ran almost thirty years ago. A brand's
credentials in a category as authentic, real, original, or the leader are very
•To lend credence to your expertise, it is important to obtain some kind of
certification in the subject.
•Scout for relevant business groups and associations you could become a