Consumers need/want a signal that this business isn’t going to rip is off. Brand advertising works very much in the same way. Your spending a lot of money on building your reputation suggests that you’re planning to be around for the long term and that you’re planning to play repeated game exchange in the business rather that just selling me a one off dodgy product to make a quick buck and then disappear.

Rory Sutherland on influence for The Sunday School of Life Sermons