Consumers are no longer swayed by bogus, emotion-drive advertising claims, advises Will Wiseman (Chief Strategy Officer, PHD US) in his latest op-ed for Business Insider.

Harry’s and Casper mattresses are just two brands that have reshaped how consumer trust is built in a US advertising landscape no longer responsive to grandiose claims.

For years, conventional wisdom has implied that if you have a great brand personality, you can sell a parity product. The new model — in a world where trust is essential — is to start with a great product and communicate it with a distinctive personality. Trust is about passion. Trust is about expertise.

Harrys

Harry’s makes a great product by embracing simplicity. It only sells one type of blade, and refills come in at about $1.87 a cartridge. You can get a rubber handle to put those blades in for $9, or upgrade to a metal one for $20. That’s pretty much it. Today, Harry’s does around $200 million a year in sales.

Once product expertise and category passion has been established, relevancy can grow by being more human and relatable.  Instead of big claims, sometimes it’s about little obsessions.

Read the full article on Business Insider.