One of the reasons why we choose brands is reliability: the brand makes a promise and our past experience shows that it has consistently kept that promise. Every time we use the brand we enjoy the same result. And every brand or product category has its critical promise, something that must be got right.
A brand’s reputation for reliability is built over time – over repeated experiences. However, imagine that you have had 1000 good experiences of a brand and, for you, its reliability is at 100%. But if you have one bad experiences where the brand did not live up to its promise – what happens to its reputation? Well, its reputation does not drop just by 0.1%. A brand is either reliable in your eyes or it is not. It’s like a switch; if a brand breaks that promise of reliability its reputation may drop to virtually zero.