For years, I’ve professed that a brand = trust. I’m amending that belief . A brand = trusted values. Why? In mature categories where brands are doing a good job at keeping their promises, they have to differentiate on “authentic and meaningful values” ....the driving forces of whatever strategies might be employed to keep the brand promise. Yves Behar couldn’t have provided better examples than those presented at this year’s TED talks. His presentation (above) is well worth watching.