Sustainability: The new dimension of brand trust

Peter Matthews

This is now an opportunity for companies to redefine how they frame their obligations to future generations to ensure they are doing their utmost to decarbonise their business processes and implement more sustainable models.

Successful brands are shaped by trust. Their ability to deliver compelling brand promises differentiates them from competitors and provides customer confidence. Trust is the very foundation of branding, but when it is lost, the result can be catastrophic.

Over decades of creating brands to differentiate everything from luxury travel destinations to global financial corporations, our focus has always been on defining compelling brand promises that our clients can actually deliver, supported by brand identities that encapsulate the distinctive propositions, all aimed at building trust with customers.

As branding has evolved and adapted to changing consumer behaviours and market trends, we...

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