Building on the Brand

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People inherently trust the Amazon brand. Workers feel it is reputable and have fewer reservations when providing personal information to a company they trust. Requesters trust the technological backing of Amazon, believing that the system will not fail because it's run by a powerhouse. The new platform needs to be built upon a brand that exudes trust and professionalism. Where users will trust the brand to handle sensitive information, the platform infrastructure and interactions thereon. Users need to trust that the platform will be fair and equitable in handling transactions, communications, disputes and support.