Borrow credibility from an authoritative source to permit an indulgence or choice.
"Whose permission would make them feel justified?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"Whose permission would make them feel justified?"
Borrows dentist authority to permit indulgence in ice cream - the brand partnered with Nye's Cream Sandwiches to create branded ice cream, giving permission to enjoy cold treats without guilt because dentists recommend Sensodyne
Uses real photos of athletes with Gatorade-colored tongues as proof that elite athletes choose Gatorade - borrows credibility from professional athletes to justify sports drink consumption
Provides free access to actual dentists via mobile phones - borrows direct professional authority to build trust in oral care brand for underserved populations
