This promoted content is produced by a member of The Drum Network. The Drum Network is a paid-for membership product which allows agencies to share their news, opinion and insights with The Drum's audience. Find out more on The Drum Network homepage. Robinhood, financial stock trading app, had to learn a difficult lesson in brand fragility It took Robinhood, the American financial stock trading app, a painstaking seven years to build consumer confidence in its platform. In less than seven minutes its brand image had flipped from “for the people” to “against the people” – a lesson in the fragility of branding.