“Silent Signals: How Brands Speak Value Without Saying a Word” Signal Theory explains how people interpret visible cues as indicators of hidden qualities. In business, brands use signals to suggest value, quality, or trust—especially when actual experience isn’t immediate. A high price can signal premium quality. Slick packaging, professional design, certifications, and media features all act as signals that reduce uncertainty. For example, luxury brands signal exclusivity through minimalism and scarcity. A new startup might showcase investor backing or user numbers to signal reliability. When customers can’t fully assess a product, strong signals help bridge the trust gap—impacting decisions before the product is even touched. From Only Buziness
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