Column by subject

Values and trust


Values blindness Campaign, April 2017

Values are forever. But watch out – that very permanence can lead to taking them for granted


The trouble with trust Marketing, April 2015

Helen examines the duality of trust, and why becoming a ‘trusted’ brand isn’t as simple as it seems


Bad news brands Marketing, December 2013

Don’t make promises you can’t keep: earn more trust and fewer headlines. Helen’s end-of-year column for 2013


It won’t do Marketing, February 2013

“Does what it says on the tin” shouldn’t be a necessary promise to make


Assets or liabilities? Marketing, July 2011

Why crisis management starts before the crisis


Walk the walk Marketing, September 2010

Brand values don’t need to be original, they need to be sacred