What do you stand for? The future is with conviction brands

Vanella Jackson

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Vanella Jackson explains why the future lies with conviction brands – companies that make a difference, not at some point in the future but now.

Some brands are so big, so powerful, so all-consuming, that there comes a moment when who they are is more important in consumers' minds than what they do.

It's something that Google, Facebook, YouTube, Twitter and others have faced recently. They are some of the most essential digital tools on the planet and yet the brands themselves have become tarnished as consumers look to them to adopt a more responsible attitude to the dissemination of...

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