![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhF3Jxs1JA-6oa66g5X2rF_qjzuNGlBgI7es6sS7M3l-Kngj0kAn_OCHXo9TMRkTtcN4omlBq5RtO594qGt1xGCND0Uq4uWTKDQ79RqyyGsayidx5sGQnc5-PLSMViOGu2E5gfK/s320/metaphors_formulas.jpg)
If Trust=Reliability+Delight, then Delight=Trust-Reliability? The point is, these sorts of made-up equations that look like formulas are used all the time and might be a valuable rhetorical tool, but they aren't really useful as formulas.
-- from the Brand Gap deck