Where does credibility come from? It depends on the audience and what the audience values. I can read a message that resonates but as soon as I realize that it came from someone I don’t respect, I dismiss it out of hand. An old saying goes: ” The medium is the message.” We often hear that how we say something matters more than what we say but take it a step further and who says it is even more important.
The guy on the corner with the megaphone is wasting his time because literally no one is listening. It doesn’t matter how much he upgrades his megaphone, it doesn’t matter how much he refines his speech.
Status matters with brands because the status determines a lot. Awareness isn’t worth much without status or credibility. I may be aware you exist but how much do I care?
I’ll sit next to someone I respect just to hear their quips, and I’ll lean in closer to make sure I don’t miss anything. No megaphone needed.
