Where does your brand stand on three dimensions of trust?
Adam Morgan
Your water goes. You ask three plumbers to come and quote. The first one (in a green overall) seems like a nice bloke. He offers a guarantee, but is holding his monkey wrench the wrong way round.
The second (in a blue hat) comes in, looks at your house, whistles in admiration. “Blimey, guv,” he says, “this place must have cost you a fortune.”
The third, in a red T-shirt, has brought a copy of all his plumbing diplomas, but won't look you in the eye. Disconcerting. Who...