Brands who pass the "would I miss you?" test are those that go beyond the benefit and stand for something more. An ambitious vision, a commitment to something better, a different business model or a commitment to change. Would you stand the test?

Most corporate mission statements are full of stereo-typical and generic promises that mean little to anyone connected with them in anyway. They rarely tell you what the businesses does or what it cares about.Perhaps it is time to sit back and think up powerful mission statements that represent the truth and then ask whether this truth inspires you to get up in the morning and go to work.

The CRM relational database might be easier to manage, develop and measure, but it's the relationship quality that makes the difference. Where is the balance of effort and expense in your business - on the system or the people?

Gone are the days when brands were just guarantees of product quality assuring the consumer of safety and efficacy. Nowadays, given almost universally high product quality and often strong regulation to underwrite it, brands take on myriad other roles in consumers’ minds

More than half of all three-year-olds in America have a T.V. in their rooms, rising to two-thirds by age six, with the average hours watched daily as high as five. What responsibility does this put on marketing and marketers today?

Consumers today are becoming more empowered, demanding and raising the bar. As they peer behind the messages into the companies generating them they are rapidly concluding that they can’t trust businesses, their brands, their advertising and above all their motivations. Marketers in turn will have to take on the responsibility not just for driving sales but commit their brands to building positive social capital and through this finally regain trust.

He was fighting for a higher power over and above any personal gain and taking risks to deliver, these behaviours compelled people to trust Nelson in the most difficult of situations. And whilst the business landscape today is an altogether different battlefield, brands and businesses need a framework of beliefs and behaviours that can guide them through to trust.

Trust matters because it is trust that is at the heart of every brand. Here we give you 5 reasons on why trust matters in for an organization, business and brand.