19 October 2009 31 Comments

Brand profitability: why the trust pathway helps

Trust is becoming a scarce commodity in this season;  building brand profitability through trust must now be an integral part of any brand strategy if brand must make reasonable profit. Top executives of many brands can no longer be trusted and this has affected the confidence stakeholders have in many of the brands.  Many brands’ […]

16 September 2009 48 Comments

Brand building: Trust or reputation, which way will your brand follow?

Time is changing gradually. Knowledge too is spreading like wildfire. What used to be politically correct few years ago are being reviewed. I was just considering these two words as they relate to professional usage recently and I discovered that many brand drivers may be breaking the thin line between the two. Reputation is what […]