You thought that the headline was a blunder. You are right if you talk about architecture.
When it comes to marketing communication, your brand’s hardware is based on its soft attributes. Take an example of a print ad. It may have a nice copy, wonderful combination of colors, great endorsement by a celebrity, and finally it may find its way on the front page of a top-ranking newspaper – all these are visible hard elements of your brand’s message. Behind all these elements, how much “trust” and “authenticity” have you been able to earn in the past through delivery of the brand promise? How many times have we thought about how customers would judge the authenticity of the message? There are so many things to do with brain, hands, eyes, ears, and feet before we open our lips. Trust, a soft asset, would make a strong foundation for your brand’s hardware.