For the last several decades, big brands have dictated a certain process from consumers:

Step 1: Trust me.

Why? Because I am famous. Because I run big clever ads. Because I have money to waste. Because there is no one else.

Step 2: Give me money.

Preferably quickly and before you have a chance to tell if my product is really the quality you expect.

Step 3: I’ll give you the value I promised.

Or something close to it. Thanks a lot, please come again. [Read more…]