The software company 37signals got a bit of flack recently regarding how they communicate with security experts about their products.

This brought our attention to one thing they are doing very well. Below is a screenshot of their security page:

The message doesn’t get much clearer: Adidas, Kelllogs and Sun trust us, so can you.

It’s a nice example of “association branding”, i.e. conveying trustworthyness by associating your own brand with brands people are already familiar with.

As soon as Barack Obama starts using Brand Capital, we will certainly make sure that as many as people as possible will find out.