Values and trust
What even marketers get wrong about brand trust
Values are forever. But watch out – that very permanence can lead to taking them for granted
Helen examines the duality of trust, and why becoming a ‘trusted’ brand isn’t as simple as it seems
Don’t make promises you can’t keep: earn more trust and fewer headlines. Helen’s end-of-year column for 2013
“Does what it says on the tin” shouldn’t be a necessary promise to make
Why crisis management starts before the crisis
Brand values don’t need to be original, they need to be sacred
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