Business Week recently released its annual list of the top 100 global brands. The accompanying article called “The Great Trust Offensive” focuses on how the brands that have survived our tough economic times, and even found a way to excel, are those that have built trust with their customers.

Consumers are more cautious about spending and want a larger return for their hard-earned dollars.  They’re more skeptical about what’s going on behind the curtain at large companies.  They want reasons to believe in brands before they offer over their loyalty. 

With trust on the line, it’s more important than ever to make sure that your brand is aligned and that you’re walking the walk of your marketing messages and brand promises. Stray too far, and you may go down in flames.

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