Where does your brand stand on three dimensions of trust?

Adam Morgan

Much has been written recently about the need for trust and transparency among brands, but this concept of trust is too vague to be useful.

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...

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