There is such a lack of credibility and trust in today's financial markets and institutions, political leadership and goods and services that all brands need to work toward regaining credibility and trust and leaving nothing to chance and not taking anything – relationships, people – for granted.
In a word, brands need to become more authentic – be more reliable, keep your promises, earn your business by building trust and being true. That is, redefining, refining, outlining and mining your true north brand promise.
