INDEX OF CREDIBILITY (ICr)
Credibility is the confirmation of Confidence. This is what we bring out. If confidence allows you to “go to”, Credibility will create the action.
Credibility is the feeling that confirms initial Confidence, it tells us we can act. This notion is often underestimated by the brands. They are more focused on developing their brand image, which they do well, to gain Confidence but they don’t reach the contact point, where the Credibility comes into play.
Once we acquired this Credibility, we can rapidly realize that we won’t look the same way at the things we had confidence in.