Prerequisite to any purchase is trust.
Yet, hour after hour, high-handed CEOs, white collar bandits and cagey politicos destroy customers' trust. Joining them are hordes of con artists, jackleg manufacturers, self-dealing bloggers and unsavory street marketers.
Today, businesses no longer use symbols to build comfort zones, but rely instead on "transparency" (a notion that only surfaced with the arrival of e-commerce).
There's a huge problem with that.
Transparency can't be the bedrock on which to found a comfort zone, because customers care about what you symbolize, not what you divulge. (Don't believe me? Think about our two major presidential candidates.)
If your business hasn't embraced symbols, hoping instead to gain trust by appearing "transparent," it's urgent to do so. And if it has abandoned symbols, it's time to go back to them.