The most effective types of brand signals are the ones which are expensively risky. If your branding positions you for quality or honesty, and that doesn't match the strengths of your product or service, that message will do really badly for you!
It's not useful to talk about branding strategies in isolation from the product, because people (mostly) aren't so stupid. People are listening for signals that would be costly if false (even if they don't know that's what they're doing). If you're succeeding by telling everyone your service is secure and reliable, I default believe you, because courting customers who value security and reliability is a really bad strategy if your service is flakey and insecure.
I hear what you are saying, but I feel like I see the opposite in marketing campaigns. There are instances where companies play to their strengths. An example would be Verizon touting the quality of the network. I could be wrong, but I'm under the impression that Verizon does actually have a better cell network than it's competitors.
But I think that's the exception, not the rule. Many more companies seem to use marketing to prop up their biggest weakness. McDonald's advertises that their food is delicious, but nothing could be further from the truth. Coca-cola advertises that their products will make you happy, but in fact they will make you morbidly obese and eventually kill you. Samsung advertises that they are the innovative, but their business model is copying other products.
Branding which boldly contradicts the most obvious and glaring weaknesses of a brand is the most common type of branding. I don't need to be told that a Dodge is a vehicle that can transport me. I need to be told that it's going to be exciting and stylish; of course it isn't, but the illusion may suffice.
> If you're succeeding by telling everyone your service is secure and reliable, I default believe you, because courting customers who value security and reliability is a really bad strategy if your service is flakey and insecure.
I'd caution against this approach when it comes to security, unless your "default [belief]" is already tempered with "Hey [security-knowledgeable person I know], have you heard of [product] before?" and gauging their reaction from the sales copy.
If you're going to trust, make sure you also verify.
It's not useful to talk about branding strategies in isolation from the product, because people (mostly) aren't so stupid. People are listening for signals that would be costly if false (even if they don't know that's what they're doing). If you're succeeding by telling everyone your service is secure and reliable, I default believe you, because courting customers who value security and reliability is a really bad strategy if your service is flakey and insecure.