The Importance of Trust and Contrast in the Brand

Trust and contrast are so important trust in the brand that if something goes wrong, then it's not my fault. And contrast is super important as well, I think, because a lot of times people think that their competitive set is other companies. So if there's not a big contrast between current state, what you're doing now, and what could happen with the future state, the likelihood is that you just revert to what you'redoing already.