Values and trust
Brand trust is more important than ever. Is it safe to put it in the hands of influencers?
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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