Marketing Quote by Kevin Kelly
““When copies are free, you need to sell things that cannot be copied. Well, what can’t be copied? Trust, for instance. Trust cannot be reproduced in bulk. You can’t purchase trust wholesale. You can’t download trust and store it in a database or warehouse it. You can’t simply duplicate someone’s else’s trust. Trust must be earned, over time. It cannot be faked. Or counterfeited (at least for long). Since we prefer to deal with someone we can trust, we will often pay a premium for that privilege. We call that branding. Brand companies can command higher prices for similar products and services from companies without brands because they are trusted for what they promise. So trust is an intangible that has increasing value in a copy-saturated world.””
About This Quote
Source Essay: The Age of the Copy‑Saturated Economy, 2015
In a world where copies are cheap, trust becomes the most valuable, non‑replicable asset, driving brand premium and loyalty.
In simple terms: Trust cannot be copied and is worth paying for.
Key Takeaway
Build and protect trust over time.
Themes
business
branding
economics
trust
value
Mood
cautious
optimistic
strategic
Type
analytical
inspirational
When to use this quote
- marketing strategy
- customer service
- product development
- pricing decisions
- partnership negotiations
Key Concepts
Intangible assets
brand equity
consumer psychology
Questions to Reflect On
- How can a brand rebuild trust after a breach?
- What practices sustain trust in digital transactions?
A Different Perspective
Trust can be fragile and easily broken, requiring ongoing effort.
